For B.P. de Silva Holdings, being one of Singapore’s oldest family-owned businesses meant having no shortage of history. As the company expanded their portfolio with mature and emerging brands, the opportunity arose to use that heritage to shape what comes next.
We repositioned B.P. de Silva from a heritage family business to a creator of brands. While many legacy companies rely on familiar stories of vision and values, B.P. de Silva had something rarer: generations of lived experience that could move them away from being just a heritage brand, and also set them apart in the world of contemporary brand creators.
Their new identity draws from archival emblems, letters, and motifs found through our extensive interviews and archival research. This culminated in a logo designed in collaboration with So-Hyun Bae (@_sohyunbae ) based on a diamond illustration that has been part of their visual language for years.
Paired with a story-led brand voice grounded in warmth and humanity, the rebrand embraces B.P. de Silva’s quiet but bold history. This was brought to life through warm, intimate imagery captured by local photographer Khoo Guo Jie (@khoogj_ )—ultimately conveying the idea that thoughtful luxury is always personal, and always evolving.
For B.P. de Silva Holdings, being one of Singapore’s oldest family-owned businesses meant having no shortage of history. As the company expanded their portfolio with mature and emerging brands, the opportunity arose to use that heritage to shape what comes next.
We repositioned B.P. de Silva from a heritage family business to a creator of brands. While many legacy companies rely on familiar stories of vision and values, B.P. de Silva had something rarer: generations of lived experience that could move them away from being just a heritage brand, and also set them apart in the world of contemporary brand creators.
Their new identity draws from archival emblems, letters, and motifs found through our extensive interviews and archival research. This culminated in a logo designed in collaboration with So-Hyun Bae (@_sohyunbae ) based on a diamond illustration that has been part of their visual language for years.
Paired with a story-led brand voice grounded in warmth and humanity, the rebrand embraces B.P. de Silva’s quiet but bold history. This was brought to life through warm, intimate imagery captured by local photographer Khoo Guo Jie (@khoogj_ )—ultimately conveying the idea that thoughtful luxury is always personal, and always evolving.
@roam.everywhere is an essentials line inspired by exploration and movement, blending the functionality of techwear with the comfort of everyday clothing. Grow from Hong Kong, and disturbed around Asia, we worked with them to create their new ethos of “Every Wear, Everywhere”. The ethos redefines basics with style and story, catering to urban lifestyles that transition seamlessly from work to play. Their playful, tongue-in-cheek name also reflects the modern dynamic spirit—always ready for wherever life leads.
Celebrating the everyday, ROAM’s design language draws inspiration from daily life, incorporating a dot system reminiscent of perforated planners to evoke familiarity and function. Their campaign and art direction showcase a range of people wearing ROAM in diverse, everyday scenarios, highlighting versatility and freedom.
Art Director @pierreangeaznar
Production @puddingpddd , @tim.niro , @byron.thanuth , @runamokrun
For the 2024 symposium celebrating the 30th anniversary of “The Nara Document of Authenticity”, we worked with Dr. Yeo Kang Shua @kangshua to design a publication that reflects the very questions his essay “The Nara Document at 30: Perspectives on Replication and Reconstruction in Architectural Conservation” raises. Recognised for expanding the notion of authenticity beyond original material, the document is reexamined here through the lens of dwindling resources, shifting functions, and declining craftsmanship.
Dr. Yeo’s essay poses timely and unresolved questions: How do we balance preservation with transformation? Can rebuilding or replacement be authentic? And, perhaps the most relevant to its design, is the original material form important? Such questions provoke thought but offer no definitive answers. In this spirit, we designed the book to extend them into a conceptual gesture. Using the technique of French folding, also known as wrapped-back fold, each sheet of paper is printed on one side and folded to have its accompanying imagery featured on the outside leaf.
The book’s design intentionally encourages critical reflection upon the theme of the symposium. Readers are forced to either read the book in its intact state where only partial information is available, or to open the folds to reveal the full text. This physical provocation mirrors the central questions raised in Dr. Yeo’s essay, questioning whether the original material form is sacred, whether preservation protects or constrains, and whether intervention inevitably leads to the loss of something else in the process.
A trusted name in Vietnamese homes since 1999, @everonofficial saw the need to evolve with a new emerging class of modern Vietnamese consumers, expanding into homewear and lifestyle goods designed for the way we live now.
In line with their new role as a curator for growing spaces and updated brand purpose, “Make space to give space”, we helped refresh their identity to reflect this shift. The new Everon embraces a world where the home is more than a place to sleep with a type-driven graphic system that balances clarity with emotion. The tagline, for instance, is designed to be justified seamlessly to various placements and applications
We also developed a modern logotype lock up with “Est. 1999" to evoke the brand’s heritage and quality, complemented with soft and spacious art direction to further evoke a sense of comfort and openness. This creates an inviting atmosphere that celebrates individuality and personal expression, where every composition reflects the ethos of making space to give space.
đź“·: @sanglefoto
For over 40 years,@mountelizabethhospitals has been a trusted medical centre in Asia Pacific, known for combining expertise with advanced medical technology. To reflect its premium, modern identity and ongoing regional expansion, we worked closely with them to capture their legacy of excellence and commitment to exceptional patient care.
To define their vision as a beacon of excellence, we emphasised a legacy that delivers the ultimate healthcare experience. This vision is captured in their new tagline “It’s Possible”: a reflection of their core values and their belief in exploring every option and embracing every possibility.
Their new visual identity captures excellence by being “ahead of the curve”. The graphic elements, consisting of the curves created when zooming into the logo, represent their constant upward trajectory and forward-thinking values. Custom writing for the tagline further adds a warm touch to the brand, emphasising their genuine care for each patient.
The new @whoscall_tw also called for the introduction of a friendly mascot, Vee, an intuitive chat bubble who appears in-app as a helpful guide to bring warmth to every interaction. Graphic elements consisting of concentric effects and subtler chat bubbles further echo the idea of community-led protection, while illustration and gradient overlays visualise the ripple effect of shared vigilance.
Since 2010, Taiwanese anti-scam app Whoscall @whoscall_tw has grown to house the largest phone number database in East and Southeast Asia. But as scams evolve, so has Whoscall—developing new community-centred features that provide more comprehensive fraud protection beyond caller identification, quietly building a more community-led approach to digital safety.
We worked closely with the team to uncover what truly sets Whoscall apart: Unlike their competitors, they concentrated on nurturing, strengthening, and expanding their four key data drivers. These sources work together with equal importance to create a layer of protection, every user an active contributor. Each action one takes—whether flagging a scam or sharing information—strengthens the collective shield. Moving beyond the cold, transactional imagery typical of cybersecurity, Whoscall’s new voice speaks to users as equals.
We refreshed the brand to reflect their new vision and purpose of leading with empathy and empowerment. A new logo consists of a stylised “W” logo representing uplift and protection while retaining their legacy chat bubble, supported by a bold palette anchored by a refreshed shade of Whoscall’s iconic green.
The new Whoscall also called for the introduction of a friendly mascot, Vee, an intuitive chat bubble who appears in-app as a helpful guide to bring warmth to every interaction. Graphic elements consisting of concentric effects and subtler chat bubbles further echo the idea of community-led protection, while illustration and gradient overlays visualise the ripple effect of shared vigilance.
The Office of the Mufti (OOM) @officeofmuftisg , is a companion to the Muslim community’s religious life and a representative of Singaporean Muslims within the government and beyond, guiding the community has always meant walking a careful line between openness and tradition, diversity and clarity, secularism and faith.
As their community continues to evolve, we helped refresh OOM’s brand to balance faith with diversity, through reaching out to a significant segment of the community—the “broad middle”—who were seeking guidance to reconcile their faith with the complexities of modern life. OOM needed to establish a welcoming and inclusive presence, a bridge between seemingly opposing values. Positioned as a host, OOM’s new identity now centres on creating space for connection, conversation, and counsel.
A modular framing system—abstracted from the shape of a table and inspired by the mihrab—visually anchors this brand territory, symbolising OOM as a facilitator for openness and belonging. Complemented by a new seal of trust and a logo with Arabic-inspired calligraphy, the refreshed identity reflects OOM’s role as a unifying presence. Human-centric photography by Nabil Nazri (@m.nabilnazri ) brings additional warmth and authenticity, celebrating the diverse, lived expressions of religious life.
Brand strategy in collaboration with @joceinabox and @annisadharma
The Office of the Mufti (OOM) @officeofmuftisg , is a companion to the Muslim community’s religious life and a representative of Singaporean Muslims within the government and beyond, guiding the community has always meant walking a careful line between openness and tradition, diversity and clarity, secularism and faith.
As their community continues to evolve, we helped refresh OOM’s brand to balance faith with diversity, through reaching out to a significant segment of the community—the “broad middle”—who were seeking guidance to reconcile their faith with the complexities of modern life. OOM needed to establish a welcoming and inclusive presence, a bridge between seemingly opposing values. Positioned as a host, OOM’s new identity now centres on creating space for connection, conversation, and counsel.
A modular framing system—abstracted from the shape of a table and inspired by the mihrab—visually anchors this brand territory, symbolising OOM as a facilitator for openness and belonging. Complemented by a new seal of trust and a logo with Arabic-inspired calligraphy, the refreshed identity reflects OOM’s role as a unifying presence. Human-centric photography by Nabil Nazri (@m.nabilnazri ) brings additional warmth and authenticity, celebrating the diverse, lived expressions of religious life.
Brand strategy in collaboration with @joceinabox and @annisadharma
For Changemakers by Campus SEED, nurturing curiosity in a changing world meant rethinking what learning looks like beyond the classroom. Conceptualised by NTUC First Campus, we conducted workshops and exercises to help bring to life the after-school integrated educational space as a place where children are empowered to take charge of their own growth, breaking free from rote learning.
Engaging directly with children led to invaluable insights that helped shaped Campus SEED’s purpose: cultivating a space where children can fully own their dreams and grow.
Campus SEED’s identity is anchored by its brand mark, created using the generative art language of Processing to depict blooming flowers formed from text. We used their manifesto as the input text, with different text lengths creating flowers with varying levels of detail. Based off the complexity of words and illustrations, we came up with a design system that specifically caters to various age groups.
Following our work on the brand in 2024, Campus SEED was officially launched in 2025 under a new name, Changemakers by Seed Campus, bringing the same mission of nurturing curiosity and empowerment to life through a new programme name.
