Working with the National Environment Agency, we developed the brand identity for Keep Singapore Beautiful Movement (KSBM). This came on the back of the successful development of the Clean & Green Singapore brand guide that we were engaged for.
Reflecting the ground-up movement of the campaign, we harnessed simple typographic form that is approachable and relatable to the man-in-the-street. The brushstroke typeface exudes an approachable and personal feel to the corporate identity. The vibrant colours of orange and pink were carefully selected to reflect enthusiasm, energy, and youthfulness. The broader idea behind the colour palette was to encourage cohesiveness, optimism and sustainability. The success of the KSBM enabled the spin-off of a youth movement called the I+1, which aimed to get people take ownership of their own actions and go the extra mile for others.