The Singapore Chinese Chamber of Commerce and Industry (est. 1906) required a prestigious identity for its 120th anniversary. The challenge was to honor a century of institutional legacy while remaining relevant to a modern membership base that includes both traditional family businesses and fast-scaling tech startups.
I developed the '双甲子聚商' (120 Years of Gathering Commerce) identity, using interwoven numerals to symbolize unity and continuous growth. The system was engineered for extreme flexibility—functioning equally well as a 10-meter event backdrop, a commemorative lapel pin, or a digital social avatar, all while maintaining the authority of the 'Imperial Red' brand heritage.
- ➜ High-fidelity speculative proposal for one of Singapore's oldest trade institutions
- ➜ Developed a rigorous bilingual brand system honoring 120 years of heritage of SCCCI
- ➜ Engineered for extreme scalability, from digital favicons to massive 10-meter backdrops
- ➜ Proposed a unified visual language to connect 5,000+ members
- ➜ Strategically bridged traditional institutional values with modern business aesthetics
