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Reframing Retirement Planning Through Mahjong, Singapore’s Favourite Pastime

Creative Direction
information architecture

A financial booklet that reimagines retirement planning for middle-aged Singaporeans. Using cultural metaphors and character-driven storytelling, complex content is simplified into a user-friendly experience.

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Mahjong-Inspired Visual Storytelling

A familiar game of Mahjong hints at the kind of retirement lifestyle people might dream of, making financial planning feel more approachable.

Pink Poppy Flowers

Mahjong Kaki–Led Information Architecture

Custom illustrated characters guide readers through bite-sized financial content, with one acting as the wiser character to share key insights.

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2022

Retirement Roadmap

Financial booklet
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