NLB

Making the Past Stick

How Do You Make the Past Feel Present?

Social Media Management

/

Creative & Content Marketing

/

The Brief

Heritage and literary content felt too distant for younger audiences to connect with. The National Library Board through its subsidiaries — National Library Singapore, National Archives of Singapore and Public Library Singapore — wanted to bring history closer, make the past come alive, and make stories feel more relevant. They wanted to start conversations that could carry across platforms.

How We Got Things Off the Shelf

We reframed heritage as something personal. For NLS, we told literary and archival stories with more emotion and intent. For NAS, we showed how the past still shapes the present through memories that felt close, not far off. For PLS, we showed that the Singapore library system is not just a repository of books, but can play a major part in the lives of Singaporeans.

What Came Through

Heritage no longer felt far away. Engagement grew, with more comments, shares, and conversations sparked across platforms. We told stories in new ways, making them easier to relate to, easier to care about, and easier to pass on.

More Projects

FWD Insurance wanted to move beyond using social media as just a promotions channel. Their platforms were primarily focused on offers rather than building a community. As a brand that simplifies complicated parts of life, FWD needed a content approach that was more human, more helpful, and closer to their audience’s everyday lives.

FWD

Watsons wanted to keep promos and trends at the heart of their feed, but with a sharper aim: use them to grow engagement and build a stronger sense of community around beauty and wellness. The goal was to connect with millennials seeking transparency and Gen Zs craving individuality, authenticity, and purpose.

Watsons

Alexandra Hospital sought to attract nursing students, but competing with larger names was tough, especially given its perceived reputation as a dated institution. The wider global shortage of healthcare workers made the challenge more daunting.

Alexandra Hospital

CCF needs more people to understand what the impact of childhood cancer really looks like beyond the ribbons and campaigns. The message had to stay consistent, clear, and human across everything we shared.

CCF

Heritage and literary content felt too distant for younger audiences to connect with. The National Library Board through its subsidiaries — National Library Singapore, National Archives of Singapore and Public Library Singapore — wanted to bring history closer, make the past come alive, and make stories feel more relevant. They wanted to start conversations that could carry across platforms.

NLB

Singapore is a premier global aviation hub. CAAS wanted to lead the conversation online, grow local awareness and spark interest in the industry’s future. But how do you get everyday people to care about civil aviation?

CAAS

FWD Insurance wanted to move beyond using social media as just a promotions channel. Their platforms were primarily focused on offers rather than building a community. As a brand that simplifies complicated parts of life, FWD needed a content approach that was more human, more helpful, and closer to their audience’s everyday lives.

FWD

Watsons wanted to keep promos and trends at the heart of their feed, but with a sharper aim: use them to grow engagement and build a stronger sense of community around beauty and wellness. The goal was to connect with millennials seeking transparency and Gen Zs craving individuality, authenticity, and purpose.

Watsons

Alexandra Hospital sought to attract nursing students, but competing with larger names was tough, especially given its perceived reputation as a dated institution. The wider global shortage of healthcare workers made the challenge more daunting.

Alexandra Hospital

CCF needs more people to understand what the impact of childhood cancer really looks like beyond the ribbons and campaigns. The message had to stay consistent, clear, and human across everything we shared.

CCF

Heritage and literary content felt too distant for younger audiences to connect with. The National Library Board through its subsidiaries — National Library Singapore, National Archives of Singapore and Public Library Singapore — wanted to bring history closer, make the past come alive, and make stories feel more relevant. They wanted to start conversations that could carry across platforms.

NLB

Singapore is a premier global aviation hub. CAAS wanted to lead the conversation online, grow local awareness and spark interest in the industry’s future. But how do you get everyday people to care about civil aviation?

CAAS

NLB

Making the Past Stick

How Do You Make the Past Feel Present?

Social Media Management

Creative & Content Marketing

The Brief

How We Got Things Off the Shelf

What Came Through

Heritage no longer felt far away. Engagement grew, with more comments, shares, and conversations sparked across platforms. We told stories in new ways, making them easier to relate to, easier to care about, and easier to pass on.

More Projects

FWD

Watsons

Alexandra Hospital sought to attract nursing students, but competing with larger names was tough, especially given its perceived reputation as a dated institution. The wider global shortage of healthcare workers made the challenge more daunting.

Alexandra Hospital

CCF needs more people to understand what the impact of childhood cancer really looks like beyond the ribbons and campaigns. The message had to stay consistent, clear, and human across everything we shared.

CCF

NLB

Singapore is a premier global aviation hub. CAAS wanted to lead the conversation online, grow local awareness and spark interest in the industry’s future. But how do you get everyday people to care about civil aviation?

CAAS

FWD

Watsons

Alexandra Hospital sought to attract nursing students, but competing with larger names was tough, especially given its perceived reputation as a dated institution. The wider global shortage of healthcare workers made the challenge more daunting.

Alexandra Hospital

CCF needs more people to understand what the impact of childhood cancer really looks like beyond the ribbons and campaigns. The message had to stay consistent, clear, and human across everything we shared.

CCF

NLB

Singapore is a premier global aviation hub. CAAS wanted to lead the conversation online, grow local awareness and spark interest in the industry’s future. But how do you get everyday people to care about civil aviation?

CAAS

Follow Us