Aimed at positioning Singapore as a leading Urban Wellness Haven, Wellness Festival Singapore (WFS) is a nation-wide event that celebrates holistic well-being and empowers individuals to live the best version of themselves. Being the first-of-its-kind Whole of Government (WoG) initiative to catalyse a state of wellness in Singapore, the Singapore Tourism Board (STB) has joined forces with 5 other government agencies to offer accessible and “must-do” experiences to rejuvenate and invigorate hearts, bodies, minds & spirits of locals and tourists alike.
Encompassing 3 key pillars - Fitness, Emotional and Lifestyle - WFS consists of multi-site programming and activations islandwide, in both virtual and physical formats, including key anchor events, fringe activities and specially curated promotional wellness offerings.
To kickstart the inaugural festival, STB needed an uplifting and distinctive brand identity that captures the essence of “holistic well-being” and the all-embracing and reinvigorating spirit of WFS. Up for a challenge, we developed an identity system that allows the festival to be a recognisable annual event in Singapore’s lifestyle calendar and coins it as a wellness destination to international audiences.
Radiant Positivity in Our City
Contrary to conventional thought, individuals can also achieve a state of wellness in urbanity by reimagining pockets of nature and through a diverse range of innovative wellness offerings. Our concept draws inspiration from Singapore’s urban cityscape — an amalgamation of buildings, nature and people that forms a unique place where we can live, work and be well together.
The logo features a sunburst as the main visual device to symbolise the radiant positivity that the people of Singapore are moving towards in our journey of wholeness.
To create a face and personality for the festival, we developed the Wellness Mascot that consists of the sunburst icon as the head and the word “well” forming a person walking. With the sunburst icon as its head, it suggests that a life of wellness starts with the mind. The mascot possesses a sound mind and has a good head over its shoulders. With legs in a walking motion, the mascot is on a journey; a process of becoming.
Embracing Holistic Well-Being As A Way of Life
Enveloping the festival’s 3 key pillars of Fitness, Emotional and Lifestyle, we interpreted it into a comprehensive visual system that exudes a sense of holistic empowerment. To represent the characteristics of each pillar, we developed a set of graphical elements that have the flexibility to scale across multiple channels for promotional and marketing needs. We are happy to see the visual system being adapted across a range of collaterals islandwide, including OOH, digital and print platforms.
We're extremely grateful to Singapore Tourism Board for trusting us to create the branding for the first-ever Wellness Festival in Singapore. If you are keen to find out about the various activities available, check out the impressive lineup here.
Creative Direction, Art Direction, Graphic Design & Development