SG60: Icons of Home
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.
Execution
The campaign ran from July to December 2025, with each month centred around a different national theme that reflected what SG60 stood for.
- July — Cohesion & Unity
- August — Red & White
- September — Sports
- October — Family, Seniors & Inclusivity
- November — Future of Singapore
- December — Giving Back
To bring each theme to life, three local artists, Hafizah Jainal, Dale Lam, and Natasha Hassan, were commissioned to create the Icons of Home series. Their illustrations became more than just campaign assets. They formed the visual backbone of SG60, appearing as collectible enamel pins and across key visuals for print, OOH, social, digital, and event touchpoints.
Rather than releasing everything at once, we introduced a new pin every month at SG60 activations. Each drop gave people something to look forward to and another reason to come back. Over time, the collection became more than memorabilia. It became a way for people to celebrate the moments, memories, and everyday icons that make Singapore feel like home.
Impact
What began as a series of enamel pins quickly became something much bigger.
People queued to collect them, returned to multiple events to complete the set, and shared stories about the objects each illustration represented. Conversations naturally unfolded between generations. Parents pointed out things from their childhood, while younger Singaporeans discovered pieces of local culture they had never experienced before.
For me, that's what made the campaign successful. We weren't just creating collectibles. We were creating small moments of connection. In the end, Icons of Home turned SG60's message of Care. Connect. Contribute. Building Our Singapore Together. into something people could hold onto long after the celebrations were over.
Bringing the Campaign to Social
Once the visual system was established, the next step was bringing it to where most Singaporeans would experience it first: social media.
I designed a series of social posts that carried each month's theme across the six-month campaign. Rather than treating every post as a standalone asset, I approached them as part of a larger system. The layouts, illustrations and messaging remained consistent, while allowing enough flexibility for each theme to have its own identity.
The monthly Icons of Home pin releases became a natural rhythm throughout the campaign. Every reveal introduced a new collectible, promoted upcoming SG60 activations, and gave people another reason to engage with the campaign. As the collection grew, so did the story we were telling.
Designing for social wasn't just about announcing events. It was about keeping the momentum going between activations, giving the campaign a presence that felt familiar, recognisable, and connected across every touchpoint.
Teasing the crowd
With each monthly activation, social media became a way to keep the campaign alive between events. The content was split into two formats: Event Highlights and Teaser Videos.
Event Highlights captured what happened on the ground, from families collecting their enamel pins to the activities and performances that brought each month's theme to life. They celebrated the community while giving those who couldn't make it a glimpse of the SG60 experience.
Teaser Videos looked ahead. Released before each monthly activation, they offered a first look at the next Icons of Home enamel pin while inviting Singaporeans to come down, collect the latest design, and join in the festivities.
Together, these pieces created a rhythm that carried the campaign from one month to the next. Instead of feeling like six separate events, SG60 unfolded as one continuous celebration, with something new for people to discover every month.
Building The Finale
Collecting the pins was only one part of the experience. We also wanted to give Singaporeans a reason to actively take part in the celebrations.
To keep the momentum going throughout the campaign, we launched an Instagram contest where participants could submit photos using a custom SG60 Instagram filter. At the end of the campaign, selected winners would receive a limited edition complete set of all six Icons of Home enamel pins, turning the collection into something people aspired to own.
The activation encouraged people to create and share their own SG60 moments while extending the campaign beyond physical events. Instead of simply collecting the pins, audiences became part of the story, contributing their own memories and celebrations to the campaign.
For me, this was what tied everything together. The campaign wasn't just about giving people something to take home. It was about giving them a reason to take part, share their experiences, and celebrate Singapore together.
Looking Forward
In the end, SG60:Icons of Home became more than a campaign. It grew into a shared experience that invited Singaporeans to collect, participate, and celebrate together.
Being part of this project reminded me that the best campaigns aren't measured only by how they're seen, but by how they're experienced. When design creates moments that people genuinely want to return to, it becomes something they'll remember long after the campaign is over.