Singapore is an island, a city and a country all rolled into one. It offers a multitude of ‘Singapores’ to its visitors and residents alike, with unlimited options for customizability and possibilities. To reflect this idea of diverse passions, my rebrand features bright colours, warm rounded typography and relies heavily on the individuality of the “modern Singaporean” resident and tourist. Photography features upbeat and easy-going portrait shots, and becomes the thread of commonality in this rebranding.

 

Branding was explored holistically, from core marks, logotypes, typography and photography styles to advertising and brand applications for the Singapore Board of Tourism and the Board of Economic Development. Web design was also explored for the new brand identity.