The Project Lapis Sagu campaign by the Ministry of Communications and Information aimed to broaden the understanding of challenges faced by social integration in Singapore.
Our proposed solutions – which included an original comic book and a series of videos – were designed to showcase the challenges faced by foreigners, and create awareness among the public about the importance of accepting and embracing cultural diversity.
We were proud to be part of Orange Ribbon’s ‘Rise Against Racism’ campaign, a vital effort aimed at tackling delicate issues affecting racial relations in Singapore.
In partnership with One People SG, we organised a kite-flying event called “Racism Go Fly Kite”, attended by Senior Minister of State for Communications and Information Dr Janil Puthucheary. We also created a series of thought-provoking videos that challenged the social norms of making racist jokes. These initiatives received significant media attention and helped drive traffic to the successful culmination of the Orange Ribbon Walk, which was attended by 2,500 people.
Project Lionheart, launched in 2022, featured stories of inspiring Singaporeans who lived through the COVID-19 pandemic. The stories were told through 15 exhibitions islandwide, complete with art installations, murals, short films, original songs, and a micro-musical.
As the largest roving exhibition for Singapore in 2022, the project successfully reached millions of people throughout Singapore.
Somerset Reset was a high-impact integrated campaign led by Storyteller to reintroduce Somerset Belt as a vibrant, youth-led precinct in the heart of Orchard. Built on a phased engagement model, the campaign moved from awareness to co-creation, reenergising the precinct’s identity and inviting youth to actively shape its future.
Branding & Visual Identity: We crafted a bold, modular visual identity for Somerset Reset that extended across digital platforms, physical signage, video content, and merchandise. Inspired by youth subcultures, urban textures, and dynamic motion, the design system gave Somerset Belt a refreshed and unmistakable voice—creative yet structured, playful yet strategic.
National Family Festival 2026 was reimagined to encourage Singaporeans to spend more meaningful time together while making the festival more relevant to a broader spectrum of families. The rebranding responded to a clear need to move beyond a narrower, idealised view of family and create a more inclusive platform that could engage different life stages, family structures and communities through stories that feel real, familiar and recognisably Singaporean. To bring this shift to life, we developed a connected campaign ecosystem spanning narrative strategy, brand identity, key visuals, marketing and guerrilla activations, hero film, social and influencer strategy, event masterplanning, interactive exhibitions, participation journeys, microsite and a gamified NFF app. Anchored by “Family Begins With Me”, the new NFF turns the everyday realities of family life — closeness, tension, humour, care and connection — into a cohesive experience across physical, social and digital spaces.
Strategy & Branding: Singaporeans already value family deeply, but modern pressures often make family life feel crowded, chaotic and difficult to prioritise. The strategy reframes that tension through “Too Close, For Comfort” — turning the messiness, noise and friction of everyday family life into something warm, familiar and resilient — while “Family Begins With Me” gives that belief a personal, actionable starting point. The rebrand translates this thinking into a modular visual identity inspired by HDB windows, using flexible graphic “frames” to represent different life stages and family stories across Singapore. The key visual language then brings the strategy to life through candid, imperfect moments under the line “Sometimes messy, always worth it.” Together, the branding and imagery avoid idealised family portraits and instead celebrate the humour, tension, care and small acts of connection that make real families feel recognisable, relatable and worth showing up for.
