Since the 1930s, Mediacorp has been at the heart of Singapore’s broadcasting industry, shaping culture and entertainment for generations. By 2014, the organisation faced a pivotal moment: the rise of digital platforms, evolving consumption habits, and regional expansion demanded a transformation. Mediacorp needed a fresh identity and voice that reflected its heritage while projecting relevance, accessibility, and dynamism across all platforms.
We approached the challenge by framing the brand aroundReflection and Projection — Mediacorp mirrors the nation’s zeitgeist while projecting engaging, popular content. Three core values — Engage, Entertain, Enrich — were visualised in a triangular motif forming the ‘M’ in the identity. Rich, bright, reflective colours convey the diversity of audiences and programming. The system was applied across mobile, web, broadcast, print, OOH, and motion graphics, while immersive expressions brought the new identity to life in the state-of-the-art campus.
The refreshed brand unified over 50 entertainment brands, multiple languages, and diverse channels under a cohesive identity. It strengthened internal clarity and portfolio management while signalling a digital-first, always-on creative spirit. Today, Mediacorp balances innovation with responsibility, projecting its role as Singapore’s dominant media organisation into a rapidly changing media landscape.