Can a nation be designed? DesignSingapore Council says yes in SG60 campaign

DesignSingapore Council (Dsg) has launched "Nation by design", a new national campaign that positions design as a core driver of Singapore’s progress as the city-state celebrates 60 years of independence.

Developed with creative agency Kinetic Singapore, the campaign reframes design not just as a tool for aesthetics but as a mindset of intentionality that has helped shape Singapore’s systems, identity and future-readiness. A brand film anchors the campaign with a provocative question - "Can a nation be designed?". The film challenges audiences to see design as a force behind the country’s most defining achievements. 

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As part of the campaign, Dsg will also roll out "60 on 60", a commemorative project featuring perspectives from 60 Singaporeans across generations and industries, including DBS CEO Tan Su Shan, sociologist Professor Chua Beng Huat, and Beyond The Vines co-founder Rebecca Ting. The series will explore how design has helped shape the country's identity and aspirations, with content released progressively on Dsg’s website and social channels from 26 June 2025.

The campaign also comes with a three-year Memorandum of Understanding (MOU) between Dsg and SBS Transit, aimed at enhancing Singapore’s commuting experiences through design. The partnership will introduce multi-station activations across the rail network and invite local designers to explore service design projects that create more human-centric and engaging commuter journeys.

In addition, the broader campaign feeds into Dsg’s development of the "Design Masterplan 2035", a strategic national roadmap to be unveiled in early 2026. Public contributions are encouraged via nationbydesign.sg and will also be gathered through activations at Singapore Design Week 2025, set to return from 11 to 21 September.

“This campaign is a powerful reminder that Singapore didn’t just happen by chance – it was designed with intent,” said Pann Lim, co-founder and creative director at Kinetic Singapore.

“It’s not about perfection, but progress. It’s about having the creative courage to reimagine, rethink, and redefine what’s possible. That’s the story we set out to tell," added Lim. 

In tandem, Dawn Lim, executive director of DesignSingapore Council said, "Singapore’s connectivity and infrastructure are living proof of how good design has improved lives. We’re co-developing ideas with SBST to explore how design can further contribute positively to the way we live, move and experience our city.”

“The Nation by Design campaign forms a key part of our outreach and engagement efforts that set the stage for our next Design Masterplan,” said Jody Teo, director of marketing communications and outreach at Dsg.

“As we grow from a nation by design to being a nation of design, we invite all Singaporeans to help shape this future, together," added Teo. 

"Nation by design" is the final instalment in a three-year movement by Dsg to champion Singapore’s creative identity, following "Better by design" (2023) and "People of design" (2024). As Singapore marks its 10th year as a UNESCO creative city of design, the campaign reaffirms the nation’s ongoing commitment to embed design across sectors from transport and public housing to water security and digital governance. 

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