Insight:
The Home Team comprises a number of departments that watches over Singapore’s safety and security. For some, the unifying blue uniforms of the departments are hard to tell apart. The challenge is to communicate the brand of the team, to help the public and the target audience understand the departments that form the team, and above all, the real difference it makes every day to those in need and those that it protects.
Ideas:
The team puts on the thinking caps and arrived at the head dress worn by the officers from the different departments. This communicates clearly the different officers and departments that form the Home Team. Additionally, there was also a need to explain the three careers available: uniformed, specialist and civillian. The creative use of a CSI visual along with a montage of suggestive careers drove the concept to convention.
