Our Work Taxonomy: Branding & Design

Framed within the Not So Different campaign, this photo series celebrates Singapore’s para athletes by spotlighting not just their achievements, but also the often-unseen champions who stand beside them—coaches, family members, mentors, and friends.

Through a mix of portraiture and projected imagery, the series reflects how unconditional support can shape, sustain, and inspire an athlete’s journey. Personal quotes add emotional depth, offering intimate glimpses into the athletes’ lived experiences.

Visually and emotionally engaging, the series invites audiences to reconsider what defines strength and success. It reinforces the campaign’s message: while our paths may differ, the values that move us—love, encouragement, and trust—are not so different.

As part of the Not So Different campaign, under the Race & Religion pillar, the Brave Spaces photo series captures individuals who are quietly—but powerfully—shaping Singapore’s multicultural fabric.

The visual approach is elegant, minimalist, and emotionally resonant. Each profile is photographed against a heartwarming, pastel-hued backdrop, created with carefully curated RGB lighting. A keyword, drawn from the heart of their story, serves as an immediate focal point—allowing viewers to connect quickly and intuitively.

Through this series, we aim to celebrate voices that build bridges across racial and religious lines, reminding us that while our stories may be different, the values that unite us are shared.

The For My New Home photo series is part of the Not So Different campaign and the National Identity pillar. It shines a spotlight on individuals who, though not born in Singapore, have chosen to make it their home and have meaningfully contributed to the society they now call their own.

Each portrait is styled as a feature cover, celebrating the individual like a headline story. The design integrates illustrations and motifs inspired by each individual’s contributions. These elements work in harmony with photography to emphasise that no matter where we come from, we all play a part in shaping Singapore’s story.

This series celebrates their dedication, resilience, and initiatives, highlighting how they engage with and integrate into the local community. Through their personal stories, we honour the vibrant, evolving fabric of Singapore’s multicultural identity and our shared commitment to building a united future.

For Play Inclusive 2024, Singapore’s largest inclusive sports competition, we were commissioned to develop a refreshed visual identity that reflects the event’s core values—inclusivity, unity, and joyful participation.

Our approach was to evolve the event’s look and feel with a branded visual language that feels both fresh and familiar. Anchored in a tone that is active, optimistic, and celebratory, the identity system was designed to engage both returning supporters and new audiences.

The key visual centres on a lively composition of illustrations. Each element forms part of the Singapore map, symbolising movement, inclusivity, and national pride. To ensure cohesive branding across all touchpoints, we also created event-day infographic panels and collaterals that extended the identity system while maintaining clarity and accessibility.

The refreshed identity helped bring a renewed sense of energy, cohesion, and visual clarity to a meaningful national event, enhancing both its presence and its connection with the community.