From a brand that we know to one that connects


SAFRA, a brand that’s familiar to all Singaporeans, provides social, recreational and sports facilities for NSMen and their families with the objective of boosting morale among NSMen.


As a brand that started in 1972, they have grown to expand their service offerings and their club facilities over the years. Their brand architecture and image, however, had not progressed alongside their service expansion. In this two-part branding exercise, atomz reviewed their brand identity and brand architecture to accommodate its more than 20 sub-brands.


More than 10 brand workshops were held with the management and various brand stakeholders to review the brand and to obtain buy-in for the new brand proposals.


In the second part of the consulting project, atomz launched a nationwide integrated campaign to connect with younger NSmen who found the SAFRA brand less appealing.


Research showed that this was not due to the relevance of the offerings but the manner in which the diverse offerings were communicated to the younger segment.


With that, we rolled out a contextualised campaign around offerings that were specific to younger NSMen and their lifestyles. Post research showed a 20% increase in unaided brand recall and affinity and also saw an increase in membership signups for younger NSMen.

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atomz i! pte ltd

50 Ubi Avenue 3 #04-05 Frontier 

Singapore 408866