National Volunteers & Philanthropy Centre (City of Good)

The new strategic vision of the National Volunteer and Philanthropy Centre (NVPC) to build a City of Good had to be a collaborative effort and national movement across all people and organisations in Singapore.




The previous vision of the National Volunteer and Philanthropy Centre (NVPC), spelt out in 2003 when the former National Volunteer Centre was relaunched as the NVPC, was to transform Singapore into a giving nation. But the notion of giving had to be expanded so that it did not only encompass charitable donations and volunteerism, but also talent, time and other resources towards an envisioned future that had resonance.

When NVPC formalised their new strategy in 2018, they realised that it had to be articulated in a way that would galvanise people and organisations to act. They could only do this if the strategy was 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”.


Storytelling is perhaps the most powerful tool leaders have for inspiring confidence and shaping action. It's an opportunity to not just provide clarity, but to help the organization make sense of the moment, and build belief in what comes after. Through a co-creative session, Activiste engaged key stakeholders in building a brand narrative that clearly articulated what the strategy meant for different stakeholders.


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. That revolutionary transformation could take place by shifting individual mindsets from “me first” to “others first”; for companies shifting from “maximising profit for themselves” to “maximising impact for society”; and for leaders to shift their focus from “maintaining status and power” to “empowering others and building trust”.


COG 3 pillars


Activiste then created an identity that used the “heart” motif as a location marker, signifying that the City of Good is more than a place but an attitude.

With this, we then harmonised NVPC's brand portfolio of programmes and services so that a more integrated and holistic image is projected across everything it does. The NVPC corporate identity was also aligned with the City of Good brand identity.



The City of Good vision was launched in October 2019 by the President of Singapore to civic and commercial organisations, grassroots leaders, and business leaders.

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.