Creating a Cohesive Sub-Brand For Social Impact
Tote Board is a Singapore statutory board under the Ministry of Finance that channels gaming revenue from Singapore Pools, Singapore Turf Club, and casino entry levies to fund community projects. As broad-base grant maker, Tote Board supports diverse initiatives across education, healthcare, community development, arts and sports.
In 2021, Tote Board (TB) conducted a strategic review to refine its mission and amplify its role in creating social good across Singapore.
Among the key recommendations was the development of a sub-brand to represent TB’s contributions to social impact, enabling it to stand out while fostering synergy with its subsidiaries, partners, and grantees.
Brand Idea
Energised by optimism, inspired for action.
The future belongs to optimists. A collective belief that better days are to come. A persistent insistence not to settle for less. A relentless spirit in surmounting challenges and resolving problems.
The Essence of Better Everyday
Better Everyday is a compass for progress—a vision where thoughtful action builds a brighter and more inclusive Singapore. Building on the Tote Board’s visual brand equity, the brand identity captures the essence of a smile, representing optimism and a positive outlook.
