Brand Purpose & Slogans
Our engagement with multiple stakeholders within HTX enabled us to create a compelling brand purpose, one that we crafted with a subtle nod to science. This was complemented by a series of slogans that played on the ‘(e)x’ factors of the brand.
A temporary identity had been created for HTX but the opportunity was to replace this with something far more powerful. The idea of the ‘power of x’ led us to a dynamic symbol, one with perspective and a point of impact.
Alongside the logo, a set of three primary graphic devices were developed to further enhance the presentation of the brand whilst providing visual variety and flexibility.
Beyond simply logos and communications, we also helped create a series of illustrative branded applications office environments, recognising the importance of daily workplaces in attracting and retaining young talent.
A comprehensive guidelines document was developed for future implementation by different departments.
Another opportunity was to develop a co-branding solution where the HTX identity could ‘live’ on the innovative equipment it develops for the Home Team departments. A single colour solution with subtle production treatments allowed the HTX to be visible but without detracting from the frontline departments upholding law and order.
On December 2nd, the HTX brand was officially launched by Prime Minister Lee Hsien Loong as the tenth entity within the Ministry of Home Affairs and signified another commitment to securing Singapore’s future through technology and innovation.
We really liked the work that Sedgwick Richardson team delivered. They’re experts in pulling together thoughts, ideas and information, and strategically unifying them into a compelling brand story that not only resonates with us, but also sounds elegant and authentic. They are also able to distil all these ideas and translate them into beautiful brand elements that we have now come to identify ourselves with. I will recommend the team any day.
Transform Awards Asia Pacific 2020
- Best Visual Identity from the Public Sector – Gold
- Best creative strategy – Bronze