I proposed a new brand for National University of Singapore's Department of Communications and New Media (CNM) — one that is more vibrant and versatile yet reflective of the Department's core values. The Department is unique in its approach to synthesise traditional communications studies with emerging media and technology.
 
I began my process of creating a brand for CNM by identifying the key message that the Department wishes to convey to its audience. Thereafter, I tied in this message throughout the brand and its applications such that at every touchpoint, the audience can be reminded of CNM’s identity. I also intentionally employed an abstract representation of the brand instead of a concrete one, given the versatility of CNM (e.g. journalism, PR, graphic design, web design etc.) that cannot be reduced into a single concrete representation.