Fashioning a statement of purpose from one generation of Navy servicewomen to the next.

The Republic of Singapore Navy’s efforts to recruit female personnel is hampered by the perception that it 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.

Stories to be read.
Appreciated.
Collected.

Instead of a typical invitation letter, we worked with six inspiring servicewomen across vocations and ranks to create a collection of unique fabric prints, each capturing a purposeful quote.

Most DMs are meant to be read.
This one can even be worn.

These prints were designed to not go straight to the trash. Instead they could be hung, framed, worn or accessorised, all while speaking to our audience in a language they could appreciate.