The client, Beyond Social Services, is a Singapore-based NGO that helps juvenile delinquents turn their lives around.
In Singapore, youths-at-risk are often stigmatised, and seen as hopeless and having no future. To get more volunteers for its youth rehabilitation programmes, the idea was to show that a juvenile delinquent can become a useful member of society with everyone’s support.
To express the idea, exactly the same letters rearrange a negative past into a positive future. Each “rearrangement of lives” is visualised with dramatic 3D typography.