Nur Hidayah Binte Mohd Hisam

This project investigates Singapore’s vaping paradox: that friction between how strict state surveillance criminalises vaping, while global marketing frames it as a trendy ‘wellness’ lifestyle. Co-design research reveals youths are largely indifferent to fear-based warnings, instead using vapes for sensory relief and mood regulation. To critique how our lungs are caught between opposing forces of profit and policing, this project introduces three speculative artefacts: the Breath Pet, Breath Bank and Breath Gear.

It argues that when fear is the policy, apathy is the symptom. To reclaim our breath, design must shift from punitive control to sensory care.

The brief: To develop an Open House campaign for Singapore Polytechnic (SP) to engage prospective and current students by showcasing its wide range of courses. The team's goal was to craft a bold, visually compelling platform that highlighted SP’s diverse academic programmes and encouraged visitors to explore new learning opportunities.

The challenge: Many secondary school graduates, particularly those who completed their studies during the COVID period, grew more cautious and uncertain about their future paths. SP recognised this challenge and sought to create a more uplifting outlook.

The solve: The institution’s long-established “So Possible” spirit served as the foundation of Hid's campaign, with “It’s So Possible” frequently used to foster optimism in the face of difficulties. Building on this legacy, they launched #SoPossiblePoly to emphasise that SP is a place of unlimited potential, acting as a catalyst for personal and academic growth.

As the design lead, Hids curated visual elements that worked seamlessly in both print and digital formats, giving each school a distinct yet cohesive look. Employing the trendy 0.5 angle, from-a-higher-vantage-point photography style to capture vibrant scenes, she underlined SP’s energetic environment. By blending bold colours, mixed media, and the unifying “So Possible” theme, her group's campaign resonated with students’ aspirations and encouraged them to take control of their future journeys.

The brief: To design type-based branding graphics using the curatorial inspiration and concept of “Play” for Singapore Art Week in 2023. This project was developed as part of a pitch for the festival.

This project was done in collaboration with Amy Ong, another lead designer at APT811.

The solve: Hids and friends adopted a layered, type-focused approach to create an art-takes-over impression by overlapping text in a justified layout. They then introduced simple shapes, generated through a physics engine, which bounced freely inside and beyond a container to represent unrestrained movement. By experimenting with various colours and textures, they highlighted the idea that creativity and play thrive when limitations are lifted.

Hids challenged herself to learn Blender in a week, experimenting with shapes, physics and materials ranging from jelly-like to matte finishes. Although this crash course was intense, it proved highly rewarding. With more time, Hids would have enjoyed refining the weight and elasticity settings of each object to push realism even further.