Care Corner
As it prepared to celebrate its 40th Anniversary in Singapore, Care Corner recognised a need to reflect on how it could better position its expanded services and reach — even as it sought to engage with a younger, more multiracial community.
Integrating Across Segments and Services
As the organisation expanded organically, the proliferation of service/ programme brands and its previous identity made it less relatable to the younger, more multi-racial segments it now serves.
This became particularly important in its shift towards integrating services and resources across our different target segments – from children and youth at risk, to challenged families, to the elderly and impoverished.
A Continuum of Care
A new brand identity and visual system which unified various programmes and initiatives towards the main brand was needed. After gaining insights from senior leadership and key stakeholders, Activiste identified a brand opportunity and value proposition for Care Corner that reinforced how it was moving forward. “A continuum of care woven into the fabric of society” became the unifying idea that embraced both its past and future, formed the basis of the new identity and brand architecture system.
“The Activiste team was very professional and systematic in guiding us through the process of uncovering Care Corner’s brand opportunity and articulating what was central... Even in the face of differing viewpoints and demands presented by stakeholders, the team was undaunted and able to present meaningful and creative concepts that appealed to all parties. At appropriate times, they challenged us to step out of our comfort zone to consider bold ideas. But were always willing to listen to our feedback, give pragmatic advice and adapt accordingly. Most importantly, we could sense that beyond seeing this as just a rebranding exercise, the Activiste team is genuine in wanting to make a difference to the social service landscape. This can be seen through their interaction with us, their ideas and quality of work.”
Leading the Charge
Care Corner’s updated brand system received an overwhelming response when it was launched internally during their recent company town hall event. The new brand identity was also showcased during their ‘Forging new Pathways’ 40th Anniversary Conference, where it was celebrated internally even as it was made public.
©Activiste Pte Ltd. 2025
