Heritage often feels like something distant, anchored in the past rather than present in our lives. For the National Heritage Board’s Heritage Activation Nodes (HAN) initiative, we were asked to create a visual identity that would help communities rediscover the heritage around them. The question we centred on was simple: how do we make everyday heritage visible, relatable and worth celebrating?
We built the visual identity around the idea of everyday heritage, drawing attention to familiar objects, people and places that reflect the life of each neighbourhood. This grounded the identity in the daily experiences of local communities, making heritage feel present and personal. A bright colour palette and approachable tone of voice helped convey the vibrancy and warmth of shared spaces.
To bring this idea to life, we introduced Hannie the Eurasian Tree Sparrow—a bird seen across Singapore—as a mascot. Hannie made the identity relatable and recognisable, while reinforcing the belief that heritage begins with what we see and live with every day.
Hannie is illustrated in a variety of poses, allowing her to be used in a variety of scenarios.
Before we landed on the European Tree Sparrow, we considered the Javan Mynah and Singapura Cat for the mascot.
The key visual for the overall HAN brand features everyday objects, people and buildings. From HDB flats to the iconic blue tiled tables and stools, to a hawker centre and even a community cat.
Poster templates were created as part of the brand package, to be used by NHB to call for volunteers or collaborators.
Social media templates were developed as part of the brand package as well.
The final identity is vibrant, welcoming and adaptable. By using everyday visuals rooted in each neighbourhood’s unique character, the HAN brand invites communities to see heritage not as something distant, but as part of daily life.
Each precinct has its own visual signature. Katong Joo Chiat is marked by a bright blue, reflecting its Peranakan legacy. Clementi is coloured in dark green, inspired by the area’s greenery. These choices allow every neighbourhood to take ownership of the brand while remaining connected to a shared national story.
