Jed-Angelo Q. Segovia
I make the internet fun
In 2012 the Philippine Civil Service Commission tapped me to brand their annual anniversary event, a celebration that included an essay-writing contest, a fun run, a choral competition, and discounts for PCSC employees.
The original banner file.
"Kawani, Ikaw Ay Isang Lingkod Bayani" is a Filipino phrase that formed the theme of the anniversary. Translated to English, it means, "Civil Servant, you are a hero who serves." The word "bayani" means hero in the Tagalog dialect of Filipino.
In Filipino culture, the word "bayanihan," a permutation of the word "bayani," means a a communal act or spirit of community. In the Filipino lexicon, it refers to the act of a group of members of the same community cooperating to lift a neighbor's house onto their shoulders to transport them to a new location. These houses are made from thatched coconut leaves and bamboo poles, and are lighter to carry.
Image from https://en.wikipedia.org/wiki/Communal_work
I wanted to evoke this image of a community carrying someone's house in the branding for PCSA's anniversary event. It is a very Filipino image, and very culturally contextual.
Promotional materials for the anniversary
I wanted to use an aesthetic that looked hand-made, like paper cut-outs placed together. I therefore used textures and rough angular shapes to give it a rustic, colorful look.
