TSLA Design rebrands to Anak

The Secret Little Agency (TSLA) has rebranded its design practice TSLA Design as Anak. Following the rebrand, Anak will continue to focus on branding and design development of brands rolled out at scale regionally or globally from Singapore. The offering extends end to end visual design consulting that includes identity design, UX and UI design, packaging and sensorial design.

TSLA Design was launched in 2009 and handled the rebranding of now acquired Tiger Airways in that year itself. It also redesigned the in-store experience for Cold Storage in 2015, helped with the creation of Singapore’s first unified brand to the world, the SG mark in 2016 and more recently the naming and creation of Apple’s revolutionary LumiHealth in 2019 in partnership with Singapore’s Health Promotion Board.

The agency was also behind the creative executions for brands such as KFC, Banyan Tree and handled the recent rebrand of Singpass this year. Working fluidly across disciplines, mediums, languages and time zones, the Anak team is made up of creatives.

Leading the charge is Hanyi Lee (pictured), Anak’s creative partner, who is concurrently the chief creative officer of TSLA. Lee joined TSLA in 2009 and is responsible for the agency’s global creative output. Commenting on the re-brand, Lee said: “Anak is an evolution of our vision and ambition where we hope to be a destination that the next creative generation, whether its clients, partners or employees, would proudly call home.”

“Brands we partner with could be established brands that have somehow lost their footing and are looking to reimagine and transform, or a new venture hungry to launch themselves into the world. At Anak, our roots allow us to help navigate these modern brands in their journey of West into Asia, and Asia into the West, with great confidence,” she added.

Anak, which means a child in Malay, the national language of Singapore is inspired from the agency’s vision to leave a legacy for future generations through forward looking and relevant work. The Anak team will also be supported by TSLA's integrated production with global access to the Mother Design family in London and New York.

With the belief that children are the manifestation of optimism, Anak also had its logo hand drawn by a child. 

Separately, Mandai Park Holdings reappointed TSLA earlier this year as its global creative partner for three years. TSLA Design - now Anak - will be handling branding and design duties while integrated creative duties will be managed by TSLA. More specifically, the design practice will create and evolve both the master brand as well all associated park brands across hundreds of physical and digital brand touchpoints.

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