The Housing & Development Board (HDB) engaged us to conceptualise a recruitment campaign targeted at potential employees and scholars. To this end, we delved into Singapore’s public housing authority’s shared values, brand values, work and impact that employees were exposed to, in the development of the design concept.

Our concept was anchored on the idea of a storybook, entitled “Storey”. Shaped like a book, the brochure conveyed that employees of HDB get to write their own stories. As employees, they were also able to participate in the story of HDB, which plays a key role in shaping the lives of Singaporeans and providing quality living to them. We developed two separate versions of the brochures for the target groups, balancing infographics and copy to convey HDB’s message. The resulting publications were used by HDB to reach out to qualified job seekers and applicants in a wider spectrum and to attract the right talent.