Singapore International Foundation
Making friends for a better world
Public Sector & Non-Profit Branding: The Singapore International Foundation (SIF) is a non-governmental organisation that “nurtures active global citizens and makes friends for Singapore”. At the outset of the project, we were told that SIF often had trouble articulating why their activities seemed to be so disparate. Volunteering overseas and keeping Singapore's overseas communities connected seemed one aspiration while welcoming guest to our shores, was apparently another aspiration that could not be reconciled. Tangible helped SIF articulate a Purpose Statement that connected their activities: “Making friends for a better world” 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. Tangible then created a Visual Core Element System and a range of template communication materials. In addition, we developed a corporate video & helped SIF plan and design collaterals for their brand launch.
People & Culture
Tangible used the brand to help staff reconcile the seemingly different focus areas of volunteering, 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 in the Public & Non-Profit Branding Sector.
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’.
