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Singapore Police Force





BRANDING / GRAPHIC DESIGN / MOTION / WEB DESIGN CREATED WITH THE SINGAPORE POLICE FORCE In 2015, the Singapore Police Force underwent a major identity refresh, marking a period of visual modernisation across its public and internal communications. Within the Public Affairs Department, my contributions ranged from managing the SPF website to creative support for internal communications, public advisories, anti-crime campaigns, and broader brand work.



As the SPF brand evolved, the need to adopt a public-serving persona led to the integration of the tagline as part of a system-level update. I led this development over several months in close collaboration with department leadership. This resulted in the final iteration which has since been adopted nationwide as the official logo.


With the rollout of the new logo, the SPF website also required a new facelift to abide by modern practices and friendlier user experiences. Working with external partners, my team & I worked on the initial foundations, setting up for key developments in subsequent years.

Early in-house exploration for the Singapore Police Force’s Bicentennial milestone
Brand expansion across internal touchpoints
Public advisory infographics for digital screens 
Social content production for anti-scam campaigns



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