A key visual and publication project for local artist Geneieve Leong for her exhibition titled “Sitting on the fence”. Rooted in the ideas explored in Sitting on the Fence, the design elements reflect its showcase. The presence of uncertainty and the constant duality of decision-making unfold through the assets, inviting viewers to experience them in tangible ways.
Sitting on the fence
2025
(Freelance) (Art Director)
Creative Direction · Key Visual · PublicationBuilt around the concept of duality, the publication unfolds in two directions — Side A and Side B — representing the two poles of any decision-making moment. It reflects a state of flux, where thoughts linger, diverge, or circle back before arriving at clarity.
In exploring two sides of decision-making, the publication is split into Side A and Side B.
This structural divide reflects the tension between choice and hesitation. Viewers are invited to navigate from either end, making an intentional decision or embracing indecision on where to begin.
Each side presents the content differently. One unfolds as a traditional flip-through, while the other opens as an accordion fold, offering two distinct ways of interaction.
At the centre, the two sides meet at a pocket that holds a small dictionary and a poem, tying the themes together.
To hold the structure in place, a simple bind runs through the middle. This binding serves both a practical and conceptual role. It must be undone before the publication can be opened, echoing the act of deliberation and the need to choose between paths.
