Writting
the future
of singapore
SkillsFuture, Singapore
The challenge
SkillsFuture Singapore drives and coordinates the implementation of the national SkillsFuture movement, promoting a culture and holistic system of lifelong learning through the pursuit of skills mastery. It aims to strengthen the ecosystem of quality education and training in Singapore.
Through its online platform and physical facilities across the country, the program has helped thousands of Singaporeans of all ages to train and reskill, enabling them to remain competitive in key areas of economic growth for Singapore. However, the visual identity of the program needed to reflect the scale and positive impact it has on shaping Singapore’s future as a whole.
The Opportunity
We brought the visual identity of SkillsFuture Singapore to life by capturing the essence of its mission: helping people write or rewrite their futures in any way they choose.
This vision is embodied in a dynamic visual identity system, where each participant can create a bespoke version of the SkillsFuture logo by writing their own version of “future” when they sign up. This personalization empowers individuals to take charge of their future while reinforcing the program’s relationship with the nation as a whole.
The personal touch extends to the illustration style and supporting assets, ensuring a consistent yet humanized brand world. The flexible and participatory nature of the identity not only celebrates individual aspirations but also underscores the program’s overarching commitment to national progress.
