Strategy  Brand, Business
Activation  Campaign, Experience

Magnifying Mentorship

Rebranding a national movement to spark real change and form real connections.

With a clear identity, Mentoring SG united different communities, activate everyday champions, and make mentorship feel personal, purposeful, and powerful.

Tell us a bit about Mentoring SG. 

Mentoring SG is a national initiative in Singapore that aims to build a strong mentoring culture and improve access to mentorship opportunities for young people.

The vision is “Thriving mentoring communities where young people can truly flourish”. And how they do it: “To gather the right people, programmes, and partners to make it happen”. It’s all part of Forward SG’s broader efforts to support youth development and school-to-work transitions.

Exciting! What did they need help with?

It really is! Their belief that the right role models transform lives and shape a better society is one Louken fully supports. They spoke to Team Louken about two key areas: developing a robust brand strategy to guide the brand and bringing it to life through a flagship event, the National Mentoring Summit 2024.

Walk us through.

We started off by diving deep into brand immersion, benchmarking, and research. It’s interesting, the things we uncovered. Some are common sense that long-term mentor-mentee relationships lead to deeper impact, that mentors need training, peer connections, and validation too.

But there were other things: how keeping both sides committed meant structured programmes with clear objectives, and that mentees having a say when paired with mentors who share the same interests and values works best.

From these insights came the heart of the brand, the brand essence “Nurturing the youth for the greater good.” It expresses the idea that mentorship helps young people thrive which then makes Singapore flourish. The three pillars that support it—access, building a wide network of resources that cater to varied youth needs, effectiveness, crafting enjoyable and impactful programmes and initiatives, and community, uniting all stakeholders under a shared vision of helping young people thrive.

Louken crafted a full brand strategy and experiential identity that transformed a quiet initiative into a vibrant, recognisable movement—brought to life through a flagship summit that inspired action and connection.

What does that look like for different stakeholders?

For the youth, the brand had to feel like a safe corner of the internet (and beyond) they could turn to. A place filled with real stories, real guidance, and real people who’d been there, done that, and were ready to walk alongside them. No lectures, no fluff. Just role models who get it.

For mentors, it wasn’t just about giving back. It was also about moving forward. The brand needed to reflect that mentors are on a journey of their own. We focused on creating a space where they could grow, connect with peers, and feel seen for the role they play. After all, the best mentors evolve just as much as the people they guide.

And for partners, Mentoring SG positioned itself as a central support system, an engine for collaboration that made it easy to contribute meaningfully to a national movement.

So how did this all come to life?

That’s where the brand expression guide took the spotlight. It became the master manual for bringing the Mentoring SG brand to life, across every platform, every event, and every conversation.

It didn’t just dictate fonts and logos—though yes, we had fun there too. It gave the team a clear, confident way to show up: visually, verbally, and emotionally.

Let’s talk brand identity—what’s the vibe?

The new Mentoring SG brand wasn’t about looking polished for the sake of it. It was about looking energised, trustworthy, and ready for action.

We developed a bold visual identity: geometric shapes for structure, vibrant colours for life, and flexible templates that made content creation feel easy. The brand story? One of community, momentum, and a deep belief that mentorship is how we build a better tomorrow.

How did you tailor this to different audiences?

We designed every touchpoint with intention. The photos, the colours, the tone—it all changed depending on who we were speaking to.

A student scrolling for support? They saw something real and relatable.

A mentor wondering how to make a bigger impact? They found validation and tools.

A partner looking to contribute? They saw a brand with clarity and purpose, something worth backing.

What about tone of voice, how did you sound?

Smart, warm, grounded. Not too serious, but never fluffy.

We built a voice that felt like a reassuring older sibling, someone who’s walked the path, but doesn’t pretend to have all the answers. Every caption, speech, and headline carried that same energy: future-focused, human, and quietly powerful.

The result? A brand that actually speaks with people, not at them.

Tell us more about how this was all applied to the National Mentoring Summit 2024.

Ah yes—the brand’s big moment.

The National Mentoring Summit 2024 wasn’t just an event. It was the first live test-drive of the new Mentoring SG identity, and it didn’t just pass, it sparked.

With the theme “Mentoring Matters: Guiding Today, Shaping Tomorrow,” the event became a full-bodied expression of the brand. Bright visuals. Confident messaging. An atmosphere charged with purpose. You could feel the shift the second you walked in.

That’s exciting. What did Louken do exactly to make this event a hit?

Pretty much everything except man the registration desk.

We started with the theme and tagline, anchoring it in the brand’s DNA. Then we rolled out the full experience, designing everything from stage visuals and slides to notepads, booths, and goodie bags. Even the award certificates got the brand treatment.

Behind the scenes, we were scripting, briefing, show-calling, and quietly orchestrating the entire event so that it felt seamless for the people who mattered most: the attendees.

And the programming? Did the strategy shape that too?

Absolutely. We didn’t want people to just sit and nod, we wanted them to engage, reflect, and act.

We co-developed panel topics like “Mentor-Mentee Growth: How Mentors and Mentees Shape Each Other” and “Everyday Mentorship: Building a Culture of Guidance at Work.” We even brought mentoring sessions to life on stage, making abstract ideas tangible and memorable.

To top it off, we designed and curated 18 interactive booths, each one giving attendees a hands-on, minds-on experience with the mentoring ecosystem.

So, what did people think?

They got it. More than that, they felt it.

Mentors, mentees, partners—they all left with a renewed sense of purpose. The summit didn’t just showcase a brand; it gave people a reason to believe in it.

And for us? This was one of those rare projects where we got to build something from the ground up, then watch it move. From brand strategy to show floor, Mentoring SG became more than a name. It became a movement people could see, feel, and be part of.

If you’re ready to make waves, let’s talk.