Hello!
I'm Sarah.
I'm a Visual Communications undergrad from Nanyang Technological University (School of Art, Design and Media). I enjoy improving the user experience through advertising, typography, and illustration — all of which grounded in storytelling and strategy.
Portfolio Gallery
Let's keep in touch.
Hey there! I'm
Sarah Saifuddin.
I'm a fourth year undergrad from Nanyang Technological University Singapore specializing in Visual Communications at the School of Art, Design and Media (ADM). I'm currently working on my thesis for my final year project.I believe design to be the fundamental system of visual communication, shaping the very stories we tell each other. As such, I incorporate my education in animation and marketing to deliver conceptually insightful and strategically crafted designs.When I'm not kerning, I enjoy illustrating, painting and writing - and then finding ways to tie my various hobbies into yet another fun design project!
Education
Bachelor of Fine Arts in Design Art (Nanyang Technological University, Present)
Diploma in Digital Animation (Singapore Polytechnic, 2020)
Diploma (Conversion) in Marketing Management with Digital Marketing (Singapore Polytechnic, 2021)
Tools
Adobe Creative Suite (Illustrator, Photoshop, InDesign, After Effects, Premiere Pro)
3D Modeling (Autodesk Maya, Substance Painter, Zbrush)
Edutech (Articulate 360, Camtasia)
Ukiyo-E, Man and Nicomachean Ethics
OVERVIEW
A typographic novel featuring excerpts from The Nicomachean Ethics of Aristotle. Catalogues every time Aristotle mentions the word "man" (and later on, every time he mentions the word "woman").
TYPE
Typography, Editorial
TOOLS
InDesign, Illustrator, Photoshop
Eldest Daughter
OVERVIEW
An approachable, top heavy sans serif for the firstborns with a saviour complex. Conveys a sense of reliability, perfect for headers. The overachiever prefect with an extra pencil (and a judgmental glare) for you.
TYPE
Typography
TOOLS
Fontlab, Illustrator, Photoshop, InDesign
Community
This typeface was inspired by my community of lifelong friends, who just so happen to consist of many eldest daughters!
Pretend
OVERVIEW
How can we use symbols to effectively communicate an abstract concept?Referencing my favourite anime series Mob Pyscho 100, Pretend uses hand gestures to reveal the essence of the show's main character - a charismatic con man named Reigen pretending to be a psychic.
TYPE
Illustration, Advertising
TOOLS
Photoshop, Illustrator, InDesign, Premiere Pro
Poster design
The simplicity of my final concept allowed me to incorporate subtle details in the rendering, such as the manipulation of type in the word "psycho" to resemble salt grains used by the character, thus elevating the storytelling of the piece.
Spirits & Such Instant Psychic Consultation Device (Pamphlet)
As accompaniment to the poster, I designed an interactive pamphlet that draws inspiration from the somewhat primitive fortune telling ways of our childhoods, serving as a nod to how elementary Reigen's skills truly are.
Promotional Video
Heard
OVERVIEW
This branding project expands on a fictitious exhibition and brand collaboration featuring Heard, the 16 page graphic novel written and illustrated by yours truly.
TYPE
Illustration, Packaging, Branding, Advertising
TOOLS
Photoshop, Illustrator, InDesign,
After Effects, Premiere Pro, Github,
Visual Studio Code
Exhibition Brochure
The ficitonal collaboration with Wendy's was decided due to its relation to my story, which was about a chef, as well as the colour scheme I'd used for the novel.
Egg Fried Rice 2000
OVERVIEW
My love for writing poetry and appreciation for astronomy, combined and "fried" into a typographic book, chronologizing the highs and lows of my life.
TYPE
Typography, Editorial
TOOLS
Illustrator, InDesign, Photoshop
The Cards We're Dealt
OVERVIEW
By recontextualizing a familiar childhood game, this project offers insight into the socioeconomic and environmental barriers encountered by low income students at higher levels of education.
TYPE
Infographics, Motion Graphics, Visual Communication
TOOLS
Illustrator, InDesign, Photoshop, After Effects, Premiere Pro
Regardless of Class
I researched and conducted a survey regarding Singaporean ideals of meritocracy, to gain a better understanding on how to best present my design as a Visual Communications project. Seeing as the biggest barriers appeared to be concentrated on higher education, I focused on that in my final solution.
Promotional Instagram Story
@Pistashxo Collaterals
OVERVIEW
I created @Pistashxo whilst obtaining my marketing diploma in 2021, to actively put what I was learning into practice. Expressive and dynamic, the brand reflects my illustrations and penchant for weaving stories into creative products.
TYPE
Advertising
TOOLS
Photoshop, Illustrator, After Effects, Premiere Pro
Online Storefront Banner
Promotional Posts for Events
T-Shirt and Baseball Card design
Publications
OVERVIEW
A compilation of various published illustration projects I've been involved in. On top of developing my illustration skills, they also provided opportunities for me to work collaboratively and understand the iterative process of getting a work published.
TYPE
Illustration, Editorial
TOOLS
Photoshop, Illustrator, InDesign
Around the World: Mark & Mary
Explore Indonesia
Armour Publishing | 2019Illustrated children's book created as part of a freelance project during my 3rd year in Singapore Polytechnic.
A Water-ful Adventure
Collaboration between Marigold and PUB | 2020This freelance project was an insightful experience on being able to meet various client expectations and adhering to brand guidelines.
Atelier Arcadia | 2022A joint collaboration with 9 other Asian creatives, this book can be found in Kinokuniya stores nationwide.
Good Girls, Bad Ends
Atelier Arcadia | 2023A joint collaboration with 14 other Asian creatives, this book can be found in Kinokuniya stores nationwide.
I was also honored to be a guest speaker at a public panel event for this anthology.
