Non-Profit Brands: The Singapore International Foundation (SIF) is a non-governmental organisation that wanted to “nurture active global citizens & friends for Singapore”. Tangible helped SIF articulate a brand promise; “Making friends for a better world” that reflected its raison d’être & tied the two seemingly disparate areas together.
Tangible refined SIF’s visual identity & developed a tagline ‘For a Better World’ that conveyed its brand promise more prominently. In addition, we created a corporate video & helped them develop collaterals for their brand launch.
Tangible used the brand to help staff reconcile the seemingly different focus areas of volunteering projects, 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.
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’.
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’.