Creative Direction for Singapore Machinery Company

Singapore Machinery Company (SMC), a long-standing global supplier of industrial garment manufacturing machines, had its brand image revitalised under my creative direction. Starting with its logo design, its “S” was shaped like the slope structure of its signature SmartMRT Hanger System, seamlessly connected to the “MC,” stylised to resemble a sewing machine. The result is a sleek, minimal icon that harmoniously bridges advanced innovation with its humble beginnings rooted in Singapore’s Chinese heritage.

To make their name card memorable, SMC’s iconic comical illustration was prominently featured on the front. The back showcased an abstract photograph of colourful threads, infusing a burst of vibrancy that contrasted beautifully with the card’s dual-toned palette.

SMC’s dual-language brochure for its SmartMRT Hanger System featured abstract imagery to convey the company’s values and customer experience—a design strategy uncommon among competitors, who largely favoured literal representations. Along with a clean and vibrant layout, this evocative approach helped SMC stand out in a saturated market, moving away from the typical hard-sell tone.