Let Materials Converse for Itself: the STUDIO DAM Method to Branding



STUDIO DAM is a multi-disciplinary branding and design consultancy primarily based in Singapore. Again in 2019, after expressing their curiosity in taking part in Singapore Design Week, they have been partnered up with Admira Pte Ltd, a longtime firm specializing in high-pressured laminates.

Singapore Design Week consists of a mess of occasions and actions. STUDIO DAM’s and Admira’s participation was within the SingaPlural exhibition, the place the theme for 2019 was dubbed Unnatural Phenomena.

The Difficult Design Transient 

As a complete, Singapore Design Week advocates for the significance of design, significantly in its capability to supply economical, modern, and problem-solving outcomes. Because of this, pairings between a design firm and a industrial firm is a recurring motive. For the designers at STUDIO DAM, the pairing with Admira was an sudden problem.

They felt that there was a niche that wanted addressing between the 2 firms’ specialties. For one, laminates are man-made supplies that mimic pure supplies, colours, and textures. Laminates contrasted with the design expertise of the STUDIO DAM workforce, which on the time resided primarily with pure supplies, equivalent to wooden, steel, and textile. Furthermore, there was a limitation to the quantity of experimentation and play the designers have been allowed, with laminates being a flat, one-dimensional materials. 

Together with these considerations and restrictions, the designers have been tasked with creating the answer to the last word query:

“How do you dismantle and transfigure a cumbersome catalog consisting of hundred of laminates into a good looking and manageable format that permits for a clean shopping expertise and doubles as visible artwork?”

With solely eight weeks earlier than the opening of the SingaPlural exhibition, the DAM workforce wanted to stay to their design philosophy and course of greater than ever.

A Look Into the STUDIO DAM Method

Let Materials Converse for Itself 

Nothing is sort of as efficient as merely , feeling, and understanding the fabric you must work on. Particularly on this interval of digitalization, designers new and skilled start to skip the normal phases of fabric analysis and experimentation. With out it, you danger creating with out figuring out the strengths and weaknesses of a cloth. For instance, suppose there may be an error between the materiality and your design. If the difficulty is left unresolved, the consequence won’t ever be excellent. In worse-case situations, a foiled venture may imply wasted sources and a broken fame.

Due to this fact, the STUDIO DAM design philosophy continually propagated by the workforce is to work kinesthetically with supplies; to let it inform one on find out how to proceed with a venture in branding, product design, spatial planning, and so forth.

Studio Dam 1

It Needed to Be Graphical

This collaboration with Admira for SingaPlural mixed digital graphic work with product design.

The STUDIO DAM workforce was given over 300 completely different Admira laminates and was additionally educated concerning the varied varieties, strengths, and options distinctive to their vary of laminates. By way of this exploration course of, the workforce realized an extra element to the venture. They wanted to remember the fact that the ultimate artwork set up must be utilized as instructional items to affect others on the flexibility and advantages of laminates. 

Ultimately, they landed on the design plan: to start the venture by making a collection of graphic designs illustrated digitally. It needed to be graphical as a result of one-dimensionality of laminates. To not neglect, laminates are usually used to cowl flat carpentry surfaces.

Colours to Add Dimensions

But, the designers didn’t keep comfortably inside this understanding and capability of laminates. Design exists exactly to problem and push the traditional notion of laminates. Thus, the STUDIO DAM workforce designed graphics to induce house and lightweight and shadow play, giving them a three-dimensional really feel.

Moreover, they centered on intentional shade matching as an alternative of the laminate textures and kinds for the reason that choice and pairing of colours have been essential in creating the meant three-dimensional results. Because of this alternative of artwork path, every pill successfully features as temper boards of complementary colours and textures, good references for householders and different designers.

Studio Dam 4

Placing the Items Collectively

With the design idea drawn out, how did the STUDIO DAM workforce piece collectively the completely different graphical designs?

With a little bit of innovation blended with know-how and primitive information, the designers utilized the intricate age-old artwork of inlaying to suit their plan. Because the venture was time-sensitive, they opted for laser reducing know-how to chop the laminates into the mandatory shapes.

A Portraiture of Aspects by STUDIO DAM x Admira

After eight grueling weeks, STUDIO DAM and Admira launched a complete of 32 graphic tablets showcasing over 130 completely different laminates on the SingaPlural Exhibition, titled A Portraiture of Aspects.

The identify A Portraiture of Aspects took place as a result of each graphic pill is a portrait of an area and an intricate composition of the a number of aspects of laminates. Some are purely summary designs, whereas others are inspirations of iconic Singaporean landmarks, such because the Golden Mile Complicated and The Gateway.  

Guests have been enlightened by the STUDIO DAM and Admira’s collaborative course of and the flexibility of laminates in the course of the opening of the SingaPlural exhibition. Many warmed as much as this new perspective of laminates as artwork. There have been even affords to buy the tablets! Subsequently, this helped alter the Admira branding and fame, making their laminates seem fascinating, multi-purpose, and fashionable.


STUDIO DAM’s work with Admira Pte Ltd is an insightful case research on how design and design considering can tread into remodeling an organization’s model positioning by innovatively showcasing its product exterior of its odd branding. Earlier than the collaboration, Admira was considered a secure and conventional laminates firm with a high-quality and reliable product. A Portraiture of Aspects enabled Admira to be thought of from a contemporary perspective. It helped the corporate shift its model to swimsuit a extra modern market.

After the exhibition, A Portraiture of Aspects gained options in varied publications. As well as, different manufacturers confirmed curiosity and included the designs and graphic tablets for product launches and advertising and marketing campaigns. Admira’s new shoppers additionally began to request particular shade and materials combos that have been featured within the graphic tablets.



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