National Instructors and Coaches Association (NICA) commissioned Joe, Visual, Audio, Creative Content Professionals Association (VICPA) member and a freelance Art Director, Graphic Designer and illustrator to develop a design for printing on the back of the new NICA crew-neck dry-fit t-shirt.
How does a highly diverse organisation build common identity? In the case of NICA, a NTUC-affiliated association for coaches and instructors in sports, arts, enrichment, and exercise, NICA chose to represent its diversity through a uniquely designed t-shirt.
NICA commissioned Joe, VICPA member and a freelance Art Director, Graphic Designer and illustrator to develop a design for printing on the back of the new NICA crew-neck dry-fit t-shirt.
At the outset, Joe first sought to understand NICA’s objective and how the t-shirt design would help NICA to achieve this objective. He also tried to reflect in the design, activities that were more distinctive of instructors’ regular work as well as the diverse demographics of NICA members. He further considered NICA’s budget and proposed a design that was more cost-efficient as it required fewer colours for the print.
Photo credit to Joe
photo credit to NICA
- NICA’s General Secretary and seasoned Netball Coach, Justin Teh
NICA members have similarly given their endorsement of the design – members have been sighted donning the t-shirt when they go about their work at sports venues, exercise facilities etc.
photo credit to NICA
NICA’s Head, Lynn Tan, found it helpful to give Joe a free hand to interpret the design brief in his own style. To prevent miscommunication, Lynn tried to be as detailed as possible when completing the design brief. She also gave Joe a walk-through of NICA’s members’ profiles. Both Lynn and Joe were committed to being responsive to each other’s queries and working towards the milestones in the agreed timeline.
She says, “It was a pleasure collaborating with Joe. His clarity in both pitch and quotation set a commendable standard, enabling our team to harbour precise expectations of his services. Working with Joe was not just a professional experience; it was an enlightening journey that elevated our team’s understanding of effective collaboration with freelancers and self-employed persons.”
