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My Mother Says...




// Publication
// Research and Analysis
// Graphics
// Photography

Premise
“My Mother Says…” is a self-initiated project which utilised design to direct a conversation between generations. The book was also to document and pick out more noteworthy tales from different races that people could relate to within the Singapore context.

Research Summary, Analysis and Proposed Framework
Our research into the tales and interviews conducted with people of different races pointed to the same rationale behind the tales; they exist in tight relation to culture and habits, and often take on incredulous nature. Some of them are well intended to encourage a certain behaviour, others are scare tactics to discourage behaviours and the some others to explain the unexplainable.

Approach
To delve deeper into these tales, we went down to the streets to collect about 150 tales and stories from different races. We scheduled interviews to find out about how these tales were passed down, and talked to people about their personal experiences. We concluded that the approach should keep the integrity of the manner in which tales relate to people in a light hearted and informal way.

We documented these tales in a light hearted manner through the medium of photography and personal recounts. Aside from the traditional manner of using these tales as “precautionary” measures/warning signs, the publication aims to present these tales in a tongue-in-cheek and comical manner, highlighting the relatable nature of these tales in our everyday lives.

In Complement with “My Mother Says...”a limited run of “My Father Says...” was produced for promotional and event purposes. “My Father Says...” is an empty sketchbook as a tongue in cheek comment that saying nothing is father’s version of ‘wisdom’.

Image from the Publication
Image from the Publication
Image from the Publication
Image from the Publication
Collateral shot
Collateral shot
Collateral shot
Collateral shot
Image from the Publication
Image from the Publication
Collaboration with Bloomsbury

PLUS Branding Collateral
NUS Vertical Cities Asia 2012 - 2015
SingaPlural 2015
Table-Case