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National Council of Social Services
The social service landscape in Singapore is evolving and becoming increasingly complex, with many different types of players driving the sector in different and sometimes overlapping ways.
An evolving and increasingly complex social service landscape in Singapore
Health and social care challenges are so closely intertwined and interdependent in more complex ways, involving a myriad of relationships and sometimes much uncertainty. The often competing needs and changing demands required the National Council of Social Services (NCSS) to do things differently, recognising that it's in the power of the collective that it will be able to tackle those challenges and realise a different future.
NCSS has expanded its role to identify gaps, fund critical services, invest in developing capabilities of social services agencies (SSAs) and sector professionals, and to mobilise community and corporate resources to support the sector.
CO-creative engagements
In seeking to respond to this as a sector developer, the National Council of Social Services (NCSS) commissioned a strategic review of its work, the brands under it.
Through a series co-creative engagements with key stakeholders, a new positioning narrative and aligned brand architecture which united key entities, NCSS's role as a sector developer was more clearly projected and kick-started the transformation of the eco-system in Singapore.
Through a series co-creative engagements with key stakeholders, a new positioning narrative and aligned brand architecture and corporate identity system was developed.
Key to the positioning shift for NCSS was the integration of both Community Chest and the Social Service Institute into its expanded sector developer role. This posed a challenge when it comes to how a visual system can bring these entities together. Developing a visual system which would allow more aligned corporate identities and a comprehensive framework that provides greater clarity and coherence for signature initiatives, schemes and programmes. The new brand architecture made sense of the diverse and often fragmented portfolio of sub-brands.
Powering a Connected and Sustainale Social Service Sector
Developing a social service ecosystem to encompass SSAs. community partners, grassroots organisations and private sector was no mean feat.
Linked to the articulation of its expanded role, the Sustainable Philanthropy Framework was launched to support businesses in articulating their social impact. The Framework spans 3 areas in which businesses can generate impact: (i) Through giving, (ii) Volunteering; and (iii) Socially responsible business practices.
This, together with the Transformation Sustainability Scheme (TSS) which provides targeted funding support in key areas of People Practices, Volunteer Management, Innovation and Digitalisation will strengthen SSA's alongside businesses and community groups to build a stronger and more inclusive society for all.
Beyond creating a unique look and feel, the Visual Identity System helps in creating a hierarchy of information in communications and identifying their content type. As sector developer, NCSS and its entities produce a wealth of diverse materials and resources. To help differentiates the various types of information they share, a content categorisation system was created utilising several colour schemes for communications by NCSS, SSI, and Community Chest.
Activiste conducted a series of nine half-day workshops for over 300 NCSS, SSI and Community Chest staff to a clear understanding of the positioning strategy and mission; align with interest of diverse stakeholders and consolidate resource planning and programming.
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