The Singapore International Foundation (SIF) is a non-governmental organisation that wanted to “nurture active global citizens & friends for Singapore”. Tangible helped SIF articulate a brand promise; “Making friends for a better world” that reflected its raison d’être & tied the two seemingly disparate areas together.
Marketing & Communications
Tangible refined SIF’s visual identity & developed a tagline ‘For a Better World’ that conveyed its brand promise more prominently. In addition, we created a corporate video & helped them develop collaterals for their brand launch.
People & Culture
Tangible used the brand to help staff reconcile the seemingly different focus areas of volunteering projects, and public & cultural diplomacy. We organised their work into three areas, all connected by how they help Singapore make friends for a better world (their brand promise). We then engaged the organisation in a series of brand cascade workshops. Staff feedback was the brand infused meaning into their project work, and helped them see themselves as one organisation.
Products & Services
Tangible conducted workshops with SIF’s two main departments to ideate new programmes & evaluate how existing programmes can be refined to better reflect the brand. One of the key outcome was the creation of a sub-brand for SIF’s international development volunteer community, which is now known as ‘Singapore International Volunteers’.
Spaces & Places
Tangible developed a branded reception for SIF & a system for exhibitions & events that allowed SIF to communicate it’s broad range of activities & retain the SIF brand the umbrella message of ‘friends for a better world’.
This is the world we imagine