This project for the Singapore Tourism Board’s #MadeInSingapore (MIS) campaign focused on crafting a visual identity that celebrated the city’s layered cultural narrative through design. Drawing inspiration from the campaign’s three key experiences—Gardens by the Bay, heritage shophouses, and a hawker-centred performance art piece,Bold, contemporary visuals were created that captured the essence of each.

The identity incorporated Tamil, Malay, and Chinese scripts to reflect Singapore’s multilingual fabric, paired with a vibrant colour palette that echoed the energy and diversity of the destination. The branding extended across OOH and event touchpoints, designed to feel culturally rich yet globally relevant—especially for an Indian audience—positioning Singapore as a place of unexpected experiences and creative possibility.