SAF Officers' Spouses Club — Macabelle Chan

📁 SAF Officers' Spouses Club

Client: SAF Officers' Spouses Club

Work: Branding, Art Direction

Year: 2024

Founded in 1974, SAF Officers' Spouses Club is a support group set up exclusively for spouses of the officers from Singapore Armed Forces. Forming a support structure whilst their spouse are deployed for long and distant services, they have done sterling social work to fund charitable causes through numerous events over the years.

The creative team of Tate Anzur was engaged to give SAF Officers' Spouses Club a new identity. As the Art Director of the project, I was involved in leading the team to conceptualise and develop a brand identity for the club. The fresh identity circles around the concept of 'Celebrating Togetherness', mirroring the root of the organisation. Drawing inspiration from the definition of unity – the oneness, and marriage – the union of two parties, we seek to explore the significance of this affinity and the union of the two minds into one. The logo of OSC comes true as a monogram that encompasses the name of the club that intertwines and links, symbolising unity and togetherness.