Changing negative perceptions of Singapore by rebranding its current lacklustre brand into a warm smile
When people hear the word Singapore, they often think of “no chewing gum in public” or “it’s not really that democratic, is it?” Many quickly jump to a negative impression of Singapore—and while it does have its faults, it certainly has many things to celebrate as a nation.Furthermore, Singapore’s current brand identity is bland, impersonal, and does little to celebrate Singapore’s eclectic people and culture.