PLOT SPACE
FOUNDER OF ART SPACE-FOR-HIRE
_Branding,
website design
Tools used:
○ Adobe Illustrator○ Adobe Lightroom
○ Squarespace
Plot Space was a temporary space-for-hire that I founded and ran in 2019. By creating its branding and marketing strategy in a short time, we were able to support 20 artists and raise $10,000.
Opportunity
There was a conservation shophouse space that was vacant in between long term leases. I wanted to take the opportunity to:
○ support the arts and creative community by offering subsidised rental for exhibitions
○ earn revenue for the space during this lull
Responsibilities
To turn the blank space into a space-for-hire, I worked on the following:
Branding
○ Naming it Plot
A play on the dual meaning of ‘Plot’ — a plot of land or space to experiment with it, as well as plotting a plan to utilise the space.
○ Logo design
I designed the logo on Adobe Illustrator based off the actual floor plan of the space, retaining the spiral staircase element as a quintessential feature of shophouses — to emphasise on the charm of Plot as a conservation space. ︎︎︎
The logo was repeated and enlarged on the namecard, as a playful way to encourage planning of the use of the space on the card as a drawing board.
○ Photography
The photography was kept bright and clean, showcasing the space and its features, such as large blank walls and spotlights. The visuals were intentionally kept neutral to encourage imaginings of the space. ︎︎︎
Website design
○ Copywriting and tone
The copy was straightforward and information-driven. Tone is kept neutral while casual and inviting, as we were open to all types of events that would benefit the arts, design, and creative community.
○ User experience
Four main navigation pages: About, Function, Events, Contact.
About:
Featured key details about Plot’s facilities and location, portraying how it’s a convenient and suitable space-for-hire.
The circular visual on the right was included to illustrate its proximity to historic districts in Singapore to show geographic context.
There were also photography and an embedded map view to aid visualisation. ︎︎︎
Function:
Provided examples of what the space could be used for to encourage possibilities and imaginings of the space. ︎︎︎
Events:
Used the calendar function to provide a clear reference on past and upcoming events, for two main reasons:
○ For potential visitors to be aware of upcoming events, to come and show their support
○ To show examples to potential clients ︎︎︎
Operations
○ Short term lease contract drafting
Researced on best practices for contracts and sent out contracts for all our partnerships.
○ Client servicing
Handled communications with clients and logistics of handing over the space before and after the short term leases.
Lessons
Greatest learning was to run with it, amid time constraint and despite uncertainties on how long Plot could run for before the space would be rented out on longlease.
I learnt to create win-win situations, and along the way, learnt new skills including designing a logo, the spirit of experimenting while designing and developing communication strategy, and drafting rental contracts.