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    Creative Retail
Brand Singapore
the use of cultural semiotics in storytelling for nation branding
Degree Graduation Thesis
The current Singapore Brand Campaign has not managed to convince Singaporeans living here that
the country is a unique and dynamic country, despite the government efforts of promoting Singapore
as a “creative city”. Thus Singapore has become a place where ordinary people don't see their own
contribution or identity, lest being patriotic in the fabric of the city in the way others do for their country.

The objective of this project aimed to elevate the presence of Singapore culture by providing
contemporary visual that best describe Singapore and promote them as a lifestyle so that
Singaporean could consume and grow with the brand.
Corporate Identity: Collateral
BNSG: Crew T-shirt
Sample Product: Kuih-Muih Pins