Background
Pet services has been a growing niche business in Singapore. In tandem with growing affluence and pet ownership, the pet market has been making its own mark every year.

Petitudo was created by 3 good friends/pet lovers, who understand that good quality pet services was paramount for many pet owners over here. In order for the business to deliver, the company believes a vibrant identity can help differentiate and stand out among the competitors that provide similar services.

Challenge
Our challenge was to create a proposition for Petitudo that would be differentiated from its competitors yet still relevant to the current base of pet owners. Research revealed that most competitors target services and wellness as their main draw. But to allow customer to value your business beyond the given services, Petitudo has to be more than just a transactional service provider. Our task was to define the brand strategy, heighten the customer experience opportunity, and create a visual identity to be applied across all touchpoints.

Solution
Petitudo was developed into a concept shop for pet owners to demonstrate their affection and care for their pet. We understand the bonding between the owner and their pet is an invaluable experience. Petitudo believes by making the place as an ‘experiential space’ for all pet lovers, they will have the opportunity to share and exchange their knowledge and experience with everyone in the community.

The word "Petitudo" is a formation of 2 words, 'Pet' and 'Aptitudo'(Medival Latin word for Aptitude). The graphic mark of the logo is made up by three hand-drawn hearts, symbolising the relationship between Petitudo, pet-owner and their pet coming together. Each combination of the hearts can be different and playful. The design is deliberately done up in an imperfect manner to represents the organic relationship and experience between them.

The identity is defined by a mixture of subtle colour and vibrant application, contemporary typography, and a minimalist feel. We wanted to communicate a focus on delivering experience with care.

The idea
Forget the fancy party manifestos.
Forget the sugar coated speeches filled with promises.
Forget the much talked about politicians in their stiff, well pressed shirts.

The election is upon us again. This time, the force is strong, change is in the air. The people are braver, they are more demanding, and rightfully so. We the people of singapore deserve a voice. Whichever faction you may support, one thing will forever stand strong, and that my friends, is faith.

Behind all the show and all the pizzazz, what we all need, is something to believe in. We are not here to sway you towards any side. All we ask for, is for you to believe, have faith and choose, with your heart.

This is, the house of faith.

The work
A set of FREE poster flags is designed to mark this significant year of election in Singapore, the only chance when the power of change lies in our own hand to shape this humble land. Visitors to the website can freely download, print or distribute the artwork in anyway they like. By allowing the messages to spread unconditionally, the objective is to help people to identify the basic of democracy could means to them when they cast their vote.

To find out more and get the free download, visit hof.rehybrid.com

Overview
YES is Malaysia first nationwide 4G mobile network by YTL Communications. YES aimed to provide users with a seamless, revolutionary mobile internet experience without the freedom to communicate anywhere, anytime you like.

Challenge
Following a detailed analysis of the company's unique position within the marketplace, YES decided to position itself to as relevant to customers' lifestyle and differentiated it's business model from the competition as possible. We were asked to develop a brand strategy and positioning, that would then be translated into a visual identity.

Solution
Empowered by the innovative 4G technology to better peoples' communication, we positioned YES as the agent that embraced the power of positivity through the everything that we say and do. As we believed amazing things happen whenever the answer is "YES".

The YES logo is created as the primary visual identity for YTLC YES 4G mobile broadband internet. We designed the brand that stands for honesty, boldness and innovation. The brand behavior is always positive, straightforward, friendly, active and aesthetically-pleasing.

This YES logo is used on all relevant communication channels and media. The signature is a unique expression of the brand personality through a 3-dimensional interpretation of a 2-dimensional logotype. The dimension built into the logotype through contours and gradients brings to mind an image of clouds and constant connectivity.

Overview
NTUC Income is a social enterprise with a mission to put people before profits and with the belief that no man should be left behind. This formed the basis of their foundation and continues to be the principle in everything they do. In October of 2010, NTUC Income launched Orangeaid, a Corporate Social Responsibility programme that will become the active voice in carrying out this mission.

Challenge
Orangeaid’s specific cause is to empower disadvantaged children to achieve their dreams through volunteering work from the NTUC Income staff. The challenge was to create a brand that was clearly articulated, understood by the mass public, and champion voluntary cause for the less privilege.

Solution
The visual identity was designed specifically to embody this voluntary spirit. The many hands that make up the "O", represents the people coming together and bonded by a single mission to lend a hand to those who need it. Multiple shades of orange within the logo are used to symbolise the different backgrounds of the NTUC Income staff coming together for one common cause.

The identity was abled to help the organization to differentiated themselves clearly from other charity group, by translating and made known to the public more effectively.

Overview
The former Supreme Court and City Hall of Singapore will be rebuild as the future National Art Gallery Singapore. A commemorative event is been held to formally announce the closing of these two historic national buildings, including a photos competitions, allows members of the public to take photos of these buildings before the buildings get transformed.

Challenge
To design a poster for the photo competition, the design would need to preserve the dignity of the historical site, but at the same time, reflected the modernise transformation and excitement of it's new purpose.

Solution
A simple yet sophisticated approach was used to render the design. By keeping the detail to the minimal, its symbolizing the new found purpose of the historical site which will soon embarked in the near future. The circular "viewfinder" design portrayed the nature of the competition of capturing the individual perspective into a collective memories.

Brief
Capture the unique truth of Singapore: that her unique blend of attractions
and user-centricity allows visitors to truly have a personalise experience.

Challenge
The key challenge was how we could communicate a changing Singapore, one that has several facets, some in contradiction with each other, but with visual consistency? This is a campaign which would need to build over time, each execution reinforcing the one before.

Solution
In an age where digital displays are ubiquitous, does a logo need to be static? What better way to reflect this island of transformation than with a logo that is ever-evolving, never still? Each iteration is how one might see Singapore when they make it theirs. Some make it playful. Some make it tropical. Some make it all about the nightlife. There is no one official logo, but an infinite variety, as many as there are people. The logo is the cornerstone for everything we do. Through print, online, digital outdoor and TV, every execution is effectively a logo, demonstrating the unique multiplicity and personalisability of Singapore.

Overview
The Singapore Experience Awards is organised by the Singapore Tourism Board. It recognises individuals and organisations with the best products and service delivery who have contributed to a distinctive and compelling Singapore Experience.

Challenge
The Awards is part of the STB's efforts to raise the Singapore tourism industry's competitiveness by motivating organisations and individuals to constantly innovate and create distinctive and compelling Singapore experiences. As this is a newly created tourism awards, the client wants to create a platform that reflects the quality, credibility and prestige-ness of those crème de la crème in their respective field.

Solution
we developed the visual identity through research on the qualities and criteria of those award winners. Finding a balance between a compelling visual style and the proper tone and mood for the awards event was important. The prestige brandmark was visually expressed through "four beams of spotlight" casting together on the focus point. A identity which isn't just a representation of the event, but also a direct reflection of the individual achievement on that very day.

A visual identity design for an automobile customising service company.

Tiger Beer commissioned two internationally acclaimed Asian artistes to design its newly launched limited edition Tiger Beer bottles. The results, three cool, unique, and eye-catching Tiger Beer bottles - Graphysics, Rise and Energy, all inspired by contemporary culture and an expression of the artistes’ own personal experiences, influences and convictions.
– Source by Tiger Beer.

“Energy” designed by Tomaz Goh.

Overview
The French Kitchen is a new brainchild of chef Jean-Charles Dubois, who wanted to bring the authentic french cuisine closer to the local audiences, by locating his restaurant in one of the post-war shophouse in Singapore.

Solution
Blue. White. Red. Where ever the 3 colours goes, people recognised the colour of France, and instantly connects to it’s identity.

Like the top chef obsessive attention toward detail in their food preparations, the subtle but bold geometry line that surface out from the design, reshaped and redefined the identity to create an unique distinctive signature. A contemporary and quirky twist to the flag design, yet keeping the essence and integrity intact, it reflects the exquisiteness and elegance of them all together with the obvious touch of that French flair.

Overview & Design
Sobriety, black and white, geometrical lines, cross and elegance. These are the watchwords and characteristics of fashion designer Maison Mathieu Berthemy and his collection.

The graphical logo was composed using the most significance element within the Mathieu Berthemy brand name, the CROSS(T). Placing diagonally against each other, the two crosses form an unique and interesting geometrical shape that resembled the first initial of the brand name, “M”. The bold, crisp and geometrical formation and crafting of the overall logo reflects the designer’s nonsensical and sobriety approach. Together with graphical “The Cross-Stitches” , it further symbolise his style of work as iconic, tailored and unconventional.

Collection by Mathieu Berthemy
Photography by Paul Kemler
Design & Art Direction by Tomaz Goh

Minimalist design that used only foil stamping.

Overview
One of the 5 finalists in Diesel - Dieselwall New York competition 2008. The artwork is currently been display at Diesel Denim Gallery Store located at Soho, New York City.

The idea
Sophisticated and worldly metropolis. Or hellish and chaotic urban jungle. A contradictory city with hope or fear. Heaven or hell, is really up to you.

Levi’s Red Tab 2008 fall winter BLACK collection for asia pacific region.

Photography by Boon
Art Direction by Boon and Tomaz Goh

The idea
I can’t see what’s lie ahead when the dust blinds me. I can’t hear people laugh when sorrow swallows it up. I can’t smell the fragrance of sandalwood when it’s filled with burning fumes. I can’t taste the richness of life when everything comes with a luxurious price. I can’t feel the breeze of peace when terror and fear keeps me in the mist. Unless we start planting hope back to where we have hollowed, I don’t see any future when there isn’t one exist.

Direction by Tomaz Goh
Photography by Linus Chen

The idea
The evolution in mankind have proven to be more than just the development in physical anthropology, linguistics and genetics side. The endless transformation in the human’s stream of consciousness, the mindset, constantly provides conflict and challenge on the logical and the imagination side. Thus redefined and heightened human intelligence to a broader and more diversify spectrum. The process of paradigms shifting staged us into a unfamiliar ground with uncertainty but instigate our curiosity into exploration and rediscovering the future.

Overview
The third and final event of Tiger translate 2007 was held at the famous 798 Space in Beijing’s Factory 798 Art District, China. Rehybrid’s artwork was once again featured together with the rest of the Asian Kinetic Artists (Tiger AKAs) of the event. The collection of artists’ work have also been compiled by IDN in Tiger Translate Vol 3 / Gold book. Rehybrid’s work was also featured in the August 2007 issue of CREATIVE REVIEW Magazine. Special thanks to Steve Lawler/The Works Asia and Jen Chan/IDN.

The idea
Oil demand is increasing huge. Industries around the world remain highly dependent on oil, especially those with its rapidly growing and expanding economy.

Yet maturing wells are exhausted as new wells are not discovered. Oil scarcity is fast becoming a reality. People constantly carved for their immediate indulgence and need but Ignoring the backlash consequences of overconsuming. Afterall, oil don't just come from anywhere.

Like the golden beer in the bottle that everyone is carving for, nothing is infinite, you will eventually hit the bottom very soon.

A proposed hand-drawn logotype design for Levi’s ECO Jeans series using American Typewriter font as the foundation.

Levi’s premium fall/winter collection mens outfit tailored specially for Korea and asia pacific region. Walking out of your own shadow, this jean offers that unique slendering dark denim and seductive cut that redefine your proportion in style.

Photography by Simon Harsent
Art Direction by Simon Harsent & Tomaz Goh

Overview
BBH Asia Pacific – To commemorate ad agency BBH 25th Global Conference which was held at Miami, Florida.

A T-shirt with “pantone-like” colour swatch design mocking the possible alcohol effect on asian skin when consume… from wine spritzer to jagerbomb.


Art Direction by Tomaz Goh & Kek Hoon Pin
Copywriting by Douglas Hamilton

Illustration created for Ministry of Sound PAUSE event.

A collection of Non-commercial, self-initiated projects.