REBRANDING SAMARITANS
OF SINGAPORE (SOS)
Illustrator
Photoshop
Figma
Project: Collaborative
Contribution: Research, rebrand development, ideation, social media rebrand, website rebrand
MULTI-SENSORY BRAND EXPERIENCE
#StartsAtHome Campaign
Our #StartsAtHome campaign is all about sparking open, supportive conversations on mental health across social media. Through engaging posts, real stories, and interactive prompts, we encourage individuals and families to talk openly about mental well-being.
SAM — Your AI Conversation Companion
Help parents chat about mental health with kids and teens. With friendly tips, easy conversation starters, and resources tailored to our Singaporean community, Sam makes those important talks feel comfortable and natural. This makes for a safe, no judgement space to discuss about mental health.
Website Redesign
The website reflects SOS’s new brand identity and mission, as well as promote the #StartAtHome campaign while maintaining existing services and other community engagement events.
The redesign also improved SOS’s website UX & UI since information is more concise and properly structured.
Instagram Redesign
Instagram shows the rebrand direction by communicating the mission of early prevention of mental health. This is visible in the planning of each post’s content. Information is kept concise and straightforward, with call-to-action phrases and professional language.
YouTube Redesign
With YouTube, the audience is attracted from an entertainment perspective to promote SOS overall. People are interested in topics that they can relate to or familiar with. This applies to familiar influencer figures, movie shows, and relevant talk shows.
Public Outreach
Public exposure increases familiarity with the brand which helps build impressions of SOS brand identity. Encouraging affirmations and messages to act as a call-to-action, prompting people to scan the QR code.
Works in harmony with our tagline: ‘Conversations that bring you home’ to create a lasting impression since public transport is also associated with going ‘home’
2024
Collaborative Project
REBRAND: SAMARITANS OF SINGAPORE (SOS)
Our rebrand of SOS focuses on the mission towards early prevention of mental health issue and suicide through building supportive family systems to develop youths’ mental and emotional resilience. Besides a new brand identity and digital presence, the rebrand also introduces a social media campaign #StartsAtHome and SAM—AI Conversation Companion driven by human-centered research aiming at a multi-sensory brand experience.
MULTI-SENSORY BRAND EXPERIENCE
#StartsAtHome Campaign
Our #StartsAtHome campaign is all about sparking open, supportive conversations on mental health across social media. Through engaging posts, real stories, and interactive prompts, we encourage individuals and families to talk openly about mental well-being.
SAM — Your AI Conversation Companion
Help parents chat about mental health with kids and teens. With friendly tips, easy conversation starters, and resources tailored to our Singaporean community, Sam makes those important talks feel comfortable and natural. This makes for a safe, no judgement space to discuss about mental health.
Website Redesign
The website reflects SOS’s new brand identity and mission, as well as promote the #StartAtHome campaign while maintaining existing services and other community engagement events.
The redesign also improved SOS’s website UX & UI since information is more concise and properly structured.
Instagram Redesign
Instagram shows the rebrand direction by communicating the mission of early prevention of mental health. This is visible in the planning of each post’s content. Information is kept concise and straightforward, with call-to-action phrases and professional language.
YouTube Redesign
With YouTube, the audience is attracted from an entertainment perspective to promote SOS overall. People are interested in topics that they can relate to or familiar with. This applies to familiar influencer figures, movie shows, and relevant talk shows.
Public Outreach
Public exposure increases familiarity with the brand which helps build impressions of SOS brand identity. Encouraging affirmations and messages to act as a call-to-action, prompting people to scan the QR code.
Works in harmony with our tagline: ‘Conversations that bring you home’ to create a lasting impression since public transport is also associated with going ‘home’
© 2026 HAN L.