Rebranding a 40 year-old organisation.
Most rebrands are commissioned. This one was initiated — a gap identified, a case made internally, and an approval earned before a brief was ever written.
The old identity had served its time. Designed for print in an era before screens were primary, it carried colours that didn’t reproduce well digitally — silvers that muddied, a palette too broad to hold together consistently. The typography was dated. There was no animation system, no icon language, and little that reflected who GIC had become.
Working with Superunion, and drawing on my own design background to shape the creative direction, we built a refreshed identity around a single brand core — flexible enough to serve GIC’s complex range of audiences, from institutional partners to prospective talent, and future-proofed from the ground up: digital-first, animation-ready, and consistent across every touchpoint.
Every element was governed by a set of brand guidelines adopted globally across GIC’s offices.
Beyond the identity, the refresh extended into a full rebuild of gic.com.sg — GIC’s primary public-facing digital presence. I directed the full scope: UX and user journey, site architecture, interaction design, visual direction, and copy. The new site brought the refreshed identity to life at scale.
