Giraffes Singapore
Branding & Digital Communications
Client
Central Singapore CDC and the mayor's office serves 975,500 residents living in the Central Singapore area and envisions itself as a do-good district.
Project Goals
Giraffes Singapore shares stories of people who do good and stick their necks out for others. The initiative by Central Singapore CDC is an expanded Singapore chapter of the global movement.
Client
Central Singapore CDC and the mayor's office serves 975,500 residents living in the Central Singapore area and envisions itself as a do-good district.
Project Goals
Giraffes Singapore shares stories of people who do good and stick their necks out for others. The initiative by Central Singapore CDC is an expanded Singapore chapter of the global movement.
Creative Solution
Retaining key aspect of the original brand identity - the Giraffe silhouette - we crafted a warm and accessible brand story, using the colour orange to appeal to the younger target audience. In addition to a website to share stories, we designed a set of merchandise, including T-shirts and Ezlink transport cards that people could carry everywhere they go, to create buzz for the campaign, including organising an on-ground event to spread word about the movement amongst heartlanders.
