Synapxe:
Brand Launch & Exhibition
The Brief:
For their 50th anniversary, Singapore's leading healthtech agency, IHiS, rebranded to Synapxe. Our task was to create a momentous event featuring an interactive launch moment alongside a legacy exhibition showcasing their significant milestones.
My Role:
I was the creative lead on this project: I conceptualised the event journey and the launch moment, also working very closely with the designers and art directing the booth designs for the exhibition. My creative director handed the production for the on-screen content.
Syncing Up for Launch:
The brand launch had two challenges:
One, with a new leader at the forefront, Synapxe wanted a showcase of a new era of leadership.
Two, the legacy of IHiS was built on the efforts of their employees; the launch moment needed to have participatory element from them as well.
IHis rebranded to Synapxe with a new brand slogan: to inspire tomorrow’s health. It was their new leadership’s vision and a mission statement for their employees - a collaborative statement for the future of HealthTech.
The Creative Idea:
So we made the launch a collaborative effort: The letters of the mission statement were hidden within the audience seats. Employees were tasked with bringing them to the leadership on the stage, within a time limit. When all the letters were assembled, the new identity was revealed to great reception.
Creative work during my time at amc asia!.
Creative Lead: Samantha Foo
Creative Director: Ewan Samad