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    Brief Capture the unique truth of Singapore: that her unique blend of attractions and user-centricity allows visitors to truly have a personalise… Read More
    Brief Capture the unique truth of Singapore: that her unique blend of attractions and user-centricity allows visitors to truly have a personalise experience. Challenge The key challenge was how we could communicate a changing Singapore, one that has several facets, some in contradiction with each other, but with visual consistency? This is a campaign which would need to build over time, each execution reinforcing the one before. Solution In an age where digital displays are ubiquitous, does a logo need to be static? What better way to reflect this island of transformation than with a logo that is ever-evolving, never still? Each iteration is how one might see Singapore when they make it theirs. Some make it playful. Some make it tropical. Some make it all about the nightlife. There is no one official logo, but an infinite variety, as many as there are people. The logo is the cornerstone for everything we do. Through print, online, digital outdoor and TV, every execution is effectively a logo, demonstrating the unique multiplicity and personalisability of Singapore. Read Less
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