Born in 1989 as the national body for youth affairs in Singapore, The National Youth Council’s mandate was to drive youth citizenry and development, and build a stronger youth ecosystem for the country.  

With the youthscape changing rapidly, underscored by emergent new technologies and ever-shrinking innovation ‘leaps’, the council realised that it had to change and adapt in order for the brand to remain relevant. There was a need to transform. To position NYC as the leader and go-to for all things youth in Singapore. More than that, a brand that the youths in Singapore can truly resonate with. 

 

‘We hear Youth, Here for Youth’ was instituted as the brand promise and rallying call across all initiatives and communications, a declaration of  NYC’s commitment to reach out and engage the youth community. As part of a radical transformation, a modern and bold new 3-letter NYC acronym brand and visual identity was designed and implemented.  The new brand spirit and identity captured and reflected our youths’ aspirations, vitality, dynamism and individualism.  At the same time, the new brand system galvanised and permeated all of NYC’s youth organisations and programs into a cohesive unified brand architecture across its entire family of brands.