B.R.A.G - Strive for Excellence

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BACKGROUND INFORMATION

The Bureaucracy for the Recognition of Achievement and Greatness (B.R.A.G) is a reaction to the rising trend of narcissistic parenting in Singapore – a worrying phenomenon that is often denied, or simply dismissed as kiasuism(the fear of losing out) and a personal right by the perpetrators.

My observations and research prompted me to create The Bureaucracy for the Recognition of Achievement and Greatness: an exploration of graphic design as social commentary; via a creative satirical campaign targeting the issue of narcissistic parenting in Singapore.

THE CONCEPT

Focusing on narcissistic parents’ obsession with the quantifiable achievement of their kids, and the questionable motives of such a quest, B.R.A.G is a pseudo company that not only highlights the over-achiever mentality but also encourages the brazen public display of it.

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The Orgazination provides various services with an emphasis on:

- Design Collateral Strategy

- Consultancy Workshops

- Trainings

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The Bureaucracy for the Recognition of Achievement and Greatness (B.R.A.G) is essentially:

- Official & formal organization at first glance.
- Tone of contents is sarcastic, bordering on ridiculosity
- Polished products that are functional.

The B.R.A.G Pladge

We, the proud parents of prodigies,
Pledge ourselves to the promulgation of their achievements.
Regardless of opposition, jealous pricks & naysayers,
To build us a reputation and future
Based on exceptional achievement and credentials.
So as to attain recognition, acknowledgment & status
For our household.

The B.R.A.G Handbook

[180mm x 250mm]

The B.R.A.G Handbook is a comprehensive publication that serves as a guide for narcissistic parents. It teaches them how, when and where to show off their children’s achievements for maximum effectiveness. The book contains 3 sections – an introduction to the perilous world of parenting, strategic advice, and lastly case studies.

It is recommended that you view the full content of the B.R.A.G Handbook.

The ISSUU link is provided here.

Badges

These badges are awarded when a child achieves something noteworthy. The badges will be customized and prepared according to the way the customer intends to display them. They come in the various forms ranging from physical badges, framed displays for home or office settings, and digital form for easy access via smart phones and tablets.

The Badge Catalogue

[140mm x 280mm]

The Badge Catalogue is a comprehensive manual that lists the various badges that can be earned.

Each page contains a short description on the badge and how to earn it. Special notes inform the user of tips on the importance of obtaining the achievement and in some cases, shortcuts to earning the achievement.

Badge Suggestion Forms

[210mm x 297mm]

The Badge Suggestion Forms are a participatory initiative that utilizes the idea of crowd sourcing to help generate content and bring the brand and

the consumers closer through mutual exchange. Badge suggestion forms were distributed in both physical and digital form with the purpose of allowing anyone to propose new badges.