​THE BRIEF

The Republic of Singapore Navy’s efforts to recruit female personnel is hampered by the perception that the armed forces seeks physical, outspoken and aggressive personnel. The truth is, the Navy values qualities such

as mental dexterity, tenacity and resilience – traits that have little to do with physicality or gender. The task
was simple – get our Gen Z target audience to the Navy Women’s Career Seminar
so we can persuade them in person.

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THE IDEA
We designed a collection of unique fabric prints, each inspired by actual servicewomen and their stories of purpose, conviction and individuality. More art-inspired collectible than cookie-cutter DM, these prints became statement pieces celebrating the Navy’s diversity and even adorned the day-to-day lives of recipients,
becoming motivational posters, accessories and more.