| Case
Study
The Client
Mark Chan
Mark Chan is one of Singapore’s premier
composers. A Singer/Multi instrumentalist/Poet
and Painter in his own right, his unique combination
of East and West shows in the fact that he trained
for 9 years in classical Chinese bamboo flute
and also 7 years as a Western Counter-tenor. His
musical career spans a good 19 years and is surprising
for its constant freshness and reinvention of
a very distinctive style established back in the
80s and refined and matured up til the present
day. It is a seamless thoroughly integrated blend
of Asian and Western, traditional and modern,
classical, pop and avant-garde that always retains
its primal beauty through his distinctive and
memorable melodies and his cutting harmonies.
Datum Branding was approached to create a promotional
collateral for Mark.
The Challenge
Mark wanted a promotional package to reflect
the content of his works and showcase his six
original operatic works for an international Music
and Film marketing convention in Cannes, France.
It had to capture his personal branding as well
as be a strong and aesthetically attractive marketing
tool to stand out from the crowd, rouse the target
audience’s interest and bear in mind Mark’s
unique personally.
Datum Branding’s Solution
Utilising Mark’s strong Oriental personality,
depicted by the dominant use of red and black,
the promotional package was designed to be memorable,
clearly understood and able to maximise value
for money. The use of just 2 colours met this
need and no compromise on designing a well balanced,
contemporary and sophisticated look. The package
consisted of 6 booklets which featured photos
and the libretto of each of Mark’s operas
and a 6CD folder that were held together by a
paper band. Mark’s distinctive signature
added an iconic flourish. The package was also
presented to then French Prime Minister Jacques
Chirac.
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Testimonial
“Looks great!
GO go go...
I appreciate very much all the effort!
Btw, we presented a copy
to Jacques Chirac at the French President’s
Office”
Hugs,
Mark
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