MIRZA MAS’ODVisual Designer


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Zero.Dawn
Archaeologies I
[Meta]Morphosis: Insecta
CTRL+ART+DEL
Transient Workers Matter 2
U.C.S
Citizen Apparel
Viral

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Transient Workers Matter 2
Rebranding Identity

2024

With Yuyang, Jade, Joel

Brand IdentityHuman-Centered DesignCampaign Strategy Visual CommunicationSocial Impact

This project reimagines the brand experience of Transient Workers Count Too (TWC2), focusing on empowering migrant workers in Singapore. Through a comprehensive redesign of visual identity, tone of voice, and both digital and physical touchpoints, it aims to address the critical needs of this vulnerable population.

The project introduces a new visual identity featuring a reimagined logo. It also develops a 'Buddy' system as a human touchpoint, serving as TWC2 ambassadors and providing peer support.

By synthesizing insights from guerrilla testing with migrant workers and incorporating human-centered design principles, this overhaul aims to transform TWC2's brand experience. The goal is to create a more proactive, accessible, and empowering support system for migrant workers, ultimately improving their wellbeing and rights awareness in Singapore.


I. Research and Discovery


The project began with extensive background research on migrant worker issues in Singapore. To humanize the data, a persona named Raj Baral was created, representing typical migrant worker experiences. The team then mapped out Raj's journey in seeking help, identifying critical pain points and touchpoints along the way. This phase culminated in interviews with TWC2 caseworkers, providing valuable insights into the human truths of migrant workers' situations.
  

II. Problem Definition and Insight Generation


Building on the research, the team synthesized key issues facing migrant workers: lack of rights awareness, fear of retaliation, and isolation. These insights led to a focused problem statement centered on empowering migrant workers. The team also analyzed TWC2's current approach and limitations, generating insights about the importance of human connection and trust-building in supporting this vulnerable population.

III. Brand Identity Redesign


With a clear understanding of the challenges, the team reimagined TWC2's brand identity. This included redesigning the logo to incorporate symbolic elements, selecting a new color palette of Energizing Orange and Inspiring Blue, and choosing modern, clear typography. Comprehensive brand guidelines were developed to ensure consistent application across all touchpoints.

IV. Message Development and Testing


The team crafted various messaging options focused on empowerment and rights awareness. These messages were then tested through guerrilla-style interactions with migrant workers in Little India. Based on this feedback, the messaging was refined to ensure clarity, cultural sensitivity, and effectiveness in empowering the target audience.

V. Touchpoint Design and Implementation


Armed with insights and a new brand identity, the team designed both physical and digital touchpoints. These included posters for construction sites, informational brochures, a web app for quick access to resources, and a WhatsApp communication system. A key innovation was the introduction of the 'Buddies' system, providing a human touchpoint to serve as TWC2 ambassadors. Throughout this phase, consistency in visual language and messaging was paramount.

VI. Validation and Future State Planning


The final phase involved ongoing testing and refinement of all design elements. The team mapped out a comprehensive future state support journey, ensuring all elements aligned with project goals and migrant worker needs. This phase also included preparations for potential scaling and long-term implementation of the new brand experience, setting the stage for a more empowered and supported migrant worker community in Singapore.