Giving freely comes from the heart.
Giving wisely comes from expertise.
For over 10 years, Community Foundation Singapore (CFS) has quietly helped highly influential clientele make positive societal impact through effective philanthropy. Their low profile meant certain challenges growing their client base.
But one thing was clear: high net-worth individuals use trusted advisors for all their decision-making. And, as experts of the philanthropic process, CFS knew giving was often a complex matter for potential clients.
So we proposed a series of simple, honest statements from existing clients – demonstrating the struggles, issues, and questions that an emotive issue like donating creates for a rational high net-worth individual. Each one establishing CFS as a trusted advisor that truly recognised the considerations behind their giving.
But one thing was clear: high net-worth individuals use trusted advisors for all their decision-making. And, as experts of the philanthropic process, CFS knew giving was often a complex matter for potential clients.
So we proposed a series of simple, honest statements from existing clients – demonstrating the struggles, issues, and questions that an emotive issue like donating creates for a rational high net-worth individual. Each one establishing CFS as a trusted advisor that truly recognised the considerations behind their giving.
Real-life statements
Our series of brand statements are inspired by the motivations of real-life clients, and the thought process that goes into wanting to make a difference.
Statements for specific causes
CFS’s philanthrophic expertise ranged across education, art, elderly, family and more. So we created specific lines and visuals inspired by real-life considerations and motivations from current clients that may strike a chord with our target audience. These visual assets were ideal for print and digital rollouts.
How it works on print
Making a statement on digital
We proposed a microsite redesign inspired by our brand statements, leading potential clients through a simple walkthrough of the giving process.
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Agency: DDB Singapore
Creative Director: Neil Johnson
Copywriter: Jasmine Tan
Art Director/Illustrator: Roger Tan
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