SingPass has an established official mascot called Ivan, which was derived from the letter ‘i’ of SingPass brand logo. We adapted its characteristic and made him the Clippy of SingPass.
Diversity and inclusion is one of the core value for SingPass. Thus it was important for the team to have variety of people from all walks of life being represented in the illustration. We designed a new whole character systems to represent that. We called them the Singtizens.
To boost the characteristics of Singtizens, hands were given noodle arms to give a more expressive and fun impression. The hands are also kept as minimal as possible since the app is super easy to use!
Of course we made sure the all the other quintessential Singapore quirks, flora and fauna had their fair share of spotlight in this app!
We have also prepared a section to guide the internal team when they needed to build new characters in the SingPass world.
