Heritage Business Foundation

INDUSTRY

Non-profit, Heritage

DISCIPLINE

Brand Strategy, Branding and Identity, Website Design and Development, Collateral Design, Digital Media

Born out of the idea of unlocking a more inviting world for heritage establishments, the Heritage Business Foundation dedicates itself to supporting businesses that pursue cultural and historical trades.

In establishing a connection and reciprocity between tradition and innovation, the Heritage Business Foundation identifies itself as a non-profit organisation that stems from a hopeful and optimistic outlook on the city state’s heritage scene, a calling to every person to keep the Singapore story alive.

In alignment to the brand’s identity of embodying a home for heritage establishments, as well as the Heritage Business Foundation’s vision of keeping heritage establishments and their trades alive, our approach in working with the brand has been thoughtfully crafted to most accurately represent Singapore’s valuable pieces of history and culture.

Brand Discovery Process and Brand Strategy Development

At the heart of the Heritage Business Foundation is the intent of having precious repositories of Singapore’s heritage endure into modern times. While many traditional businesses have heralded these changing times with resilience and fortitude, the heritage scene in Singapore continues to be plagued with challenges that progress brings, such as a lack of succession or keeping pace with digital innovation.

With the brand’s focus being heavily centered around heritage trades and practices, many of which come from an array of local cultures and specialised skills that have been passed across generations, Singapore’s history remains a primary inspiration for the brand and its discovery process.

In close consultation with the Heritage Business Foundation, we deep-dived into understanding and identifying the brand’s intricate positioning in the market. Following this, we honed in on a meaningful target audience, we developed a brand and pioneered a purpose-driven and winning market penetration strategy.

Brand Identity and Brand Elements Development

Given the Heritage Business Foundation’s deeply meaningful purpose, we wanted to create a brand identity around something that strongly resonates with every person in Singapore — the city state’s iconic and history-filled shophouses.

Designed around these distinctive works of architecture, the Heritage Business Foundation’s brand elements are recognisable at first glance, with colours that are proudly and prominently Singapore. Drawing inspiration from traditional early shophouses built between the mid 80s to early 90s, the brand logo depicts a storefront view and imbues modern elements and techniques into its creation process. Together with tiles that comprise the iconic five-foot way, the logo pays homage to a treasury of stories that define the nation’s history, while still staying true to the brand’s forward-looking visual identity.

Keeping the brand’s true purpose of keeping heritage establishments and their trades alive in mind, the visual elements of the brand have been thoughtfully crafted to symbolically represent one of Singapore’s most valuable pieces of history, and doubles up as an significant cultural emblem that welcomes auspiciousness for the heritage businesses.

Visuals: Evelyn Li

Artistic and Aesthetic Direction

As a natural extension of the brand strategy process, we defined the Foundation’s tone of voice and helmed the artistic and aesthetic direction for the brand. To tie these together, we curated a style guide and brand guide to ensure a creation of accurate content that is consistent and in alignment with the brand’s identity.

Website Design and Development

In the pursuit of catering to the Heritage Business Foundation’s diverse target audience — both older generations (who own heritage businesses) and younger crowds — we designed an easily-navigable website that, while presented in a modern, sophisticated manner, still underscores the organisation’s legitimacy and resonates deeply with meaning behind the brand.

Optimised to function and display neatly-organised information well across all devices, the website is also readily accessible for a digital-savvy audience and every person on the move.

Collateral Design and Printing

Incorporating every element of Heritage Business Foundation’s identity, we designed business cards that carry all that the brand stands for. To ensure that the business cards, when shared, enact the legitimacy of the brand to its every recipient, paper material and printing effects are carefully considered and selected — coming down to the minutest of detail, like its weight and texture.

Digital Media

As with any company that is embracing their first foray into the digital, it is essential to create and establish a well-grounded social media and brand identity. We oversaw the strategy and art direction for GLOS’ digital media platforms (social media channels and EDMs), resulting in a novel and strong social media presence and distinct online personality for the brand.

Heritage Business Foundation

INDUSTRY

Non-profit, Heritage

DISCIPLINE

Brand Strategy, Branding and Identity, Website Design and Development, Collateral Design, Digital Media

Born out of the idea of unlocking a more inviting world for heritage establishments, the Heritage Business Foundation dedicates itself to supporting businesses that pursue cultural and historical trades.

In establishing a connection and reciprocity between tradition and innovation, the Heritage Business Foundation identifies itself as a non-profit organisation that stems from a hopeful and optimistic outlook on the city state’s heritage scene, a calling to every person to keep the Singapore story alive.

In alignment to the brand’s identity of embodying a home for heritage establishments, as well as the Heritage Business Foundation’s vision of keeping heritage establishments and their trades alive, our approach in working with the brand has been thoughtfully crafted to most accurately represent Singapore’s valuable pieces of history and culture.

Brand Discovery Process and Brand Strategy Development

At the heart of the Heritage Business Foundation is the intent of having precious repositories of Singapore’s heritage endure into modern times. While many traditional businesses have heralded these changing times with resilience and fortitude, the heritage scene in Singapore continues to be plagued with challenges that progress brings, such as a lack of succession or keeping pace with digital innovation.

With the brand’s focus being heavily centered around heritage trades and practices, many of which come from an array of local cultures and specialised skills that have been passed across generations, Singapore’s history remains a primary inspiration for the brand and its discovery process.

In close consultation with the Heritage Business Foundation, we deep-dived into understanding and identifying the brand’s intricate positioning in the market. Following this, we honed in on a meaningful target audience, we developed a brand and pioneered a purpose-driven and winning market penetration strategy.

Brand Identity and Brand Elements Development

Given the Heritage Business Foundation’s deeply meaningful purpose, we wanted to create a brand identity around something that strongly resonates with every person in Singapore — the city state’s iconic and history-filled shophouses.

Designed around these distinctive works of architecture, the Heritage Business Foundation’s brand elements are recognisable at first glance, with colours that are proudly and prominently Singapore. Drawing inspiration from traditional early shophouses built between the mid 80s to early 90s, the brand logo depicts a storefront view and imbues modern elements and techniques into its creation process. Together with tiles that comprise the iconic five-foot way, the logo pays homage to a treasury of stories that define the nation’s history, while still staying true to the brand’s forward-looking visual identity.

Keeping the brand’s true purpose of keeping heritage establishments and their trades alive in mind, the visual elements of the brand have been thoughtfully crafted to symbolically represent one of Singapore’s most valuable pieces of history, and doubles up as an significant cultural emblem that welcomes auspiciousness for the heritage businesses.

Visuals: Evelyn Li

Artistic and Aesthetic Direction

As a natural extension of the brand strategy process, we defined the Foundation’s tone of voice and helmed the artistic and aesthetic direction for the brand. To tie these together, we curated a style guide and brand guide to ensure a creation of accurate content that is consistent and in alignment with the brand’s identity.

Website Design and Development

In the pursuit of catering to the Heritage Business Foundation’s diverse target audience — both older generations (who own heritage businesses) and younger crowds — we designed an easily-navigable website that, while presented in a modern, sophisticated manner, still underscores the organisation’s legitimacy and resonates deeply with meaning behind the brand.

Optimised to function and display neatly-organised information well across all devices, the website is also readily accessible for a digital-savvy audience and every person on the move.

Collateral Design and Printing

Incorporating every element of Heritage Business Foundation’s identity, we designed business cards that carry all that the brand stands for. To ensure that the business cards, when shared, enact the legitimacy of the brand to its every recipient, paper material and printing effects are carefully considered and selected — coming down to the minutest of detail, like its weight and texture.

Digital Media

With such an important message to convey and a target audience of varying age groups, we helped to sharpen the brand’s social media marketing strategy with the aim of enhancing the Heritage Business Foundation’s digital presence and extending the brand’s reach and visibility. We undertook the creation of graphics for the brand’s LinkedIn and Facebook, all of which were consistent with the audience and brand identity respective of the platforms. To ensure brand alignment and cohesion across all platforms, we also oversaw the copywriting process and artistic direction.

We craft meaningful design stories, nurture distinct visual identities,
and dream up unforgettable experiences for brands around the world.