Helping families thrive
Since 2002, Focus on the Family Singapore (FotF) has been committed to the families of our nation, strengthening marriages and parent-child relationships through timely resources and accessible services for the homefront.
Following their “Coming of Age” 21st year in 2023, they were ready to renew their current brand video to communicate their refreshed upstream approach of “helping families thrive to transform generations”.
For the future of family
Having worked with FotF on their fostering campaign back in 2015, Yellow Octopus was invited to express this evolution of their brand story as an inspiring family advocate through an animated video that captured the organisation’s heart as well as work.
With the purpose of strongly communicating their commitment to families and generational impact, we first created a manifesto-style script that would speak to the heart of young parents.
Storyboard
Character Concept
Forward focus
Paired with simple, clean and warm illustrations that evoke both childlikeness and relatability, we took FotF’s brand story to life, covering the spectrum of those the people they serve, to the programmes they run, ending in a crescendo of their conviction that thriving families can happen across the generations.
The video was shown at FotF’s annual fundraising gala dinner, and is now used by staff to better position FotF to potential partners and supporters.
Annette Yeo
Elizabeth Ngoo
Joanne Kwok