National Volunteers & Philanthropy Centre
Building a City of Good
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How can Singapore become a city of good, and what does it mean for its people?
CHALLENGE: Articulating a Strategy for the Future
The previous vision of the National Volunteer and Philanthropy Centre (NVPC) established in 2003, was to transform Singapore into a giving nation. As society and citizenry transforms, so too had the goals and aspirations of NVPC.
SOLUTION: Visual Storytelling
NVPC’s 2018 strategy had to be articulated in a way that was clear and compelling, because “building a City of Good is not the job of one person, but the responsibility of all”. Through a co-creative session, Activiste engaged key stakeholders in building a brand narrative that clearly articulated what the strategy meant for different stakeholders. We then brought this to life through an evocative and integrated brand architecture and visual system for programmes and centres.
IMPACT: Creating Impact and Changing Mindset
Using three pillars as building blocks for the narrative: People of Good, Organisations of Good and Leaders of Good, the narrative strategy was founded on the belief that the most effective transformations are human-led; by shifting mindsets from “me first” to “others first”; from “maximising profit for themselves” to “maximising impact for society”; and from “maintaining status and power” to “empowering others and building trust”.
The “heart” motif was designed as a location marker to signify that the City of Good is more than a place but an attitude.
Using three pillars as building blocks for the narrative: People of Good, Organisations of Good and Leaders of Good, the narrative strategy was founded on the belief that the most effective transformations are human-led.
The National Volunteer & Philanthropy Centre (NVPC) is the steward of the City of Good vision for Singapore, where individuals, organisations, and leaders come together to give their best for others.
For NVPC, building a City of Good is best accomplished through the efforts of various segments of the community.
