Illustrative project 01
A Singapore founder whose identity only existed at presentation size
The problem: A B2B software founder had a mark that looked commanding on pitch decks and investor one-pagers. At forty pixels — favicon, app store listing, LinkedIn company page — it became an unreadable smudge. Sales reps were already using inconsistent wordmarks in outbound emails because nobody trusted the official files.
Our approach: We rebuilt the identity system around legibility first, narrative second. A simplified mark, a tighter typographic pairing, and a one-page "minimum viable brand" sheet showing exactly how to use it in email signatures, slide headers and social avatars. Positioning work ran in parallel: one line worth remembering, cut from seven adjectives nobody would say aloud.
Honest scope: Identity refresh over ten weeks, S$22,000. The client reported cleaner sales collateral and fewer "can you send the logo again?" messages — anecdotal, not audited. We did not guarantee lead growth or funding outcomes. Trademark registration remained with their legal counsel.
Illustrative project 02
An SME that finally kept publishing after the plan was cut to one format
The problem: A professional services firm near Mohamed Sultan Road had a content calendar calling for blog posts, reels, carousels, a podcast and a quarterly white paper. One marketing generalist was responsible for all of it alongside events and proposals. By week three, nothing had shipped except guilt.
Our approach: We killed four formats and kept one: a monthly long-form letter from a named partner, repurposed into three short social posts and one email. Voice guide with six before-and-after examples. A production checklist that took ninety minutes per month, not nine hours.
Honest scope: Editorial programme setup S$9,500 plus three months of production support at S$4,200/month. They published consistently for two quarters — then paused when a hire left. Consistency improved; we did not promise subscriber growth or inbound lead volume.
Illustrative project 03
A river-front F&B group launch that landed after the message became one line
The problem: A hospitality group opening a third concept along the Singapore River had six campaign ideas, three mood boards and no sentence the floor staff could repeat when guests asked what made the place different.
Our approach: Discovery with front-of-house and kitchen leads — not just the marketing director. We wrote a launch narrative around a single idea: "the room you book when the first venue is full." Key visual, menu insert, social templates and staff talking points all pointed at that line. Art direction favoured warm, low-light photography that matched the actual interior rather than a stock "nightlife" look.
Honest scope: Campaign concept and launch kit S$28,000 over eight weeks. Opening weekend trade was strong anecdotally; we had no access to revenue data and make no performance claims. Paid media was handled by a separate agency.
Illustrative project 04
A regional e-commerce brand whose social grid looked handsome and converted poorly
The problem: Beautiful product photography, consistent grid, low save-and-share rate. The creative team was optimising for aesthetics; the performance team wanted thumb-stop hooks nobody had briefed.
Our approach: We restructured content pillars around jobs-to-be-done — "gift panic," "replace the old one," "treat yourself Tuesday" — with format templates designed for cropped mobile feeds. Copy drafts led with the problem, not the product name. We did not run their ad accounts; we fixed the creative system they handed to media buyers.
Honest scope: Social programme redesign S$11,000. Engagement metrics moved in some months and flatlined in others. Creative quality improved; ROAS was never in our scope and we do not report it as a studio outcome.
All projects described above are illustrative. Names, logos and figures are anonymised or hypothetical. Past work does not predict future results. Engagements begin only on a signed scope of work.