A new era of eldercare
To mark 25 years of serving Singapore’s ageing community, St Luke’s Eldercare (SLEC) launched its Silver Anniversary Charity Gala with a bold new ambition: to spark the next era of care. The evening also introduced the Community Transformation Fund (CTF)—a $1 million fundraising initiative supporting six pillars of impact under the banner of I.M.P.A.C.T. (Innovate, Mentor, Programmes, Advocate, Connect, Train).
Our mission was clear: create a brand story and visual world that would reflect SLEC’s legacy of compassion, while inviting others to help shape the road ahead.
The story behind the symbol
We built the concept around Pearls of Wisdom—a symbol of dignity, patience, and transformation. Just as pearls are shaped by life within the oyster, so too are our elders shaped by their lived experiences.
The pearl became a powerful metaphor for the people behind SLEC’s mission:
– The elders whose wisdom shines through adversity
– The caregivers and professionals who support them
– The donors who help extend that care to more
It echoes the spirit of Matthew 13:45–46, where the kingdom of heaven is likened to a merchant seeking beautiful pearls—who, upon finding one of great price, sold all he had to obtain it. For those who serve at SLEC, this is the quiet truth of their work: giving fully, daily, to honour the worth of every life entrusted to them.
From inspiration to intentional design
As such, at the heart of our visual identity was a custom AI-generated pearl—intentionally asymmetrical, a reminder that no two lives are the same. Each story, shaped by trials and tenderness, may be imperfect, but remains wholly precious. It’s a reflection of the people at the centre of this work: different in needs and narratives, yet held with equal care.
We further designed our touchpoints to balance elegance with emotional depth:
– Secondary graphics for housing photographs in the shape of an asymmetrical pearl
– A pearlescent, ocean-inspired palette as a subtle nod to both the anniversary and the serenity of eldercare
– A microsite guiding visitors through stories of impact, donation tiers, and the vision behind the Community Transformation Fund
– Printed collateral and banner for the gala event, supported by clear messaging around the six areas of transformation
– A Community Transformation Fund video
Legacies aren’t left behind, but continued
Through story and symbol, we helped SLEC honour the past while stepping into the future—with clarity, purpose, and heart. Because when we view eldercare more than just a service to seniors, but a preservation of legacy, every contribution becomes part of something lasting.
Abigail Ng
Jason Chan
Kerk Siang Ying
Scott Lur