Challenge

As Singapore Management University marked its 25th anniversary in 2025, the challenge was clear: how do you capture the spirit of a university that has always stood apart, bold, innovative and forward-looking, while celebrating a milestone steeped in history?

The campaign needed to honour SMU’s legacy while projecting its continued relevance in shaping future-ready leaders. It was also a moment to celebrate the many firsts that have defined SMU: from pioneering seminar-style teaching, to being the first university in Singapore to introduce an overseas experience requirement, to its role as a trailblazer in research and industry partnerships. These milestones formed the foundation of a story that was not only about the past 25 years, but about how SMU continues to chart new paths for the future.

Approach

At the heart of the campaign, we created the impact symbol—a dynamic mark that captured SMU’s role in sparking ideas, forging connections, and driving change. This became the foundation of the anniversary look and feel, shaping everything from the visual identity to the storytelling. The symbol translated seamlessly across mediums. Each touchpoint reinforced the impact symbol, creating a cohesive and recognisable campaign presence.

Results

The campaign transformed a milestone into a statement of identity. Launched not only in Singapore but across the region, including Thailand, Vietnam, and Indonesia. It was also featured on Singapore Airlines, amplifying its visibility to a global audience. By uniting past achievements with future aspirations through the impact symbol, the campaign reinforced SMU’s reputation as a university that continues to challenge conventions and co-create meaningful change.

Here’s to 25 years and beyond.