SG60: Icons of Home (ONGOING)
Ministry of Culture, Community and Youth
GOVT Singapore Pte Ltd
Ministry of Culture, Community and Youth
GOVT Singapore Pte Ltd
What’s Up?
SG60 was more than just a milestone — it needed to go beyond slapping a logo onto countless events. With over multiple activations happening every month across ministries and partners, the real challenge was how to unify them under one story, and more importantly, make Singaporeans feel genuinely connected to the celebrations.
Idea?
We tapped into what Singaporeans love most — shared moments, exclusivity, and the joy of collecting. The idea was to create something tangible that people could take home and treasure: Icons of Home, a series of collectible enamel pins. Each pin, designed by a local artist, represented a slice of Singapore life — from cultural traditions to modern everyday icons. Individually meaningful, but together forming a bigger picture of what “home” means to us.
SG60 was more than just a milestone — it needed to go beyond slapping a logo onto countless events. With over multiple activations happening every month across ministries and partners, the real challenge was how to unify them under one story, and more importantly, make Singaporeans feel genuinely connected to the celebrations.
Idea?
We tapped into what Singaporeans love most — shared moments, exclusivity, and the joy of collecting. The idea was to create something tangible that people could take home and treasure: Icons of Home, a series of collectible enamel pins. Each pin, designed by a local artist, represented a slice of Singapore life — from cultural traditions to modern everyday icons. Individually meaningful, but together forming a bigger picture of what “home” means to us.
The campaign rolled out from July to December 2025,
each month tied to a national theme:
- July — Cohesion & Unity (Racial & Religious Harmony)
- August — Red & White (National Identity)
- September — Sports (World Championships, GetActiveSG)
- October — Family, Seniors & Inclusivity (NCOS, Purple Parade)
- November — Future of Singapore (MDDI’s Heart & Soul showcase)
-
December — Giving Back
To bring these themes to life, three local artists — Hafizah Jainal, Dale Lam, and Natasha Hassan — were commissioned to create the Icons of Home series. Their illustrations were translated into enamel pins as well as Key Visuals for each theme, adapted across print, OOH, social, and digital platforms. This gave the campaign a cohesive visual thread while staying rooted in authentic Singaporean voices.
Pins were released monthly at SG60 events and activations. Each new design was revealed gradually, building anticipation and turning participation into a cultural ritual of its own. What started as souvenirs quickly became conversation starters, status symbols, and small but powerful tokens of pride.
Impact?
Icons of Home gave Singaporeans a reason to show up, queue up, and most importantly — connect. The collectibles sparked intergenerational conversations (“I had this in my kampong days,” “This reminds me of my childhood”), and encouraged people to attend multiple events just to complete their set.
Most importantly, the initiative turned SG60’s message — Care. Connect. Contribute. Building our Singapore together. — into something people could literally hold in their hands.