SOLACE by SOS

Sub-brand concept for Samaritans of Singapore
2025
Through research, we found that the existing brand lacked a sense of empathy in how it communicates with younger audiences. This led to the design question: How might we help SOS spread empathy more effectively?

Solution
Solace was developed as a sub-brand aimed at creating a more approachable platform for communication and support. The platform connects users with assigned SOS volunteers while also allowing users to support one another, building a peer-to-peer support network.

Concept
The visual identity takes inspiration from the symbiotic relationship between fish and coral, representing mutual care and support. Solace the coral represents the SOS team providing a foundation of support. Sunny the fish represents individual users navigating their emotions. The brand adopts a playful and lighthearted tone to make conversations around mental wellbeing feel more approachable for younger audiences.

Campaign Idea
A series of “Missing” posters highlighting moments when people feel emotionally lost, directing them to Solace through a QR code.

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