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Mighty Jaxx to Reimagine Singapore’s Youth Identity

The collaboration will culminate in the launch of a new brand icon to encapsulate the Singaporean youth.

License Global

February 11, 2022

2 Min Read
Zap, Spark, and Bud, the new "Architects of Tomorrow" from the campaign
National Youth Council

Mighty Jaxx will be creating a new brand icon that represents the Singaporean Youth for Youthopia.sg, a website launched by the National Youth Council for young adults ages 15-25 to read about trending news, resources, and finding opportunities to support their journey into adulthood.  

Until Feb. 22, youth in Singapore are invited to view and vote for their favorite character to represent them among three new designs that have been conceptualized and created by Mighty Jaxx, as part of a brand refresh for Youthopia.sg. The design with the most votes will be used as Youthopia.sg’s brand icon and brought to life as physical collectibles that young adults can win through events and activities throughout the year. 

Youthopia.sg will also be launching two new features: Youthopia Digest, with content curated for specific youth interests and more user-generated content developed by students from Institutes of Higher Learnings. Youthopia’s content, which amplifies the values and priorities of the SG Youth Action Plan, is complemented by its TikTok channel that was launched in October. 

“Through this partnership with Mighty Jaxx, we want to create an iconic figure that youth can identify with,” says Kelvin Leong, assistant director, strategic communications, National Youth Council. “Not only are we able to recognize and profile local talent in the creation process, but we are also giving youths a voice and say in what they hope to see come alive through the designs of the youth icon. The designs also aim to reflect what Youthopia stands for, a place where youth can spark curiosity and exploration, find their passions and nurture a forward-thinking mindset.”  

“Most of us here at Mighty Jaxx are youths and this helped make the research and conceptualisation of the character designs really fun for us,” says Samantha Sim, lead concept artist, Mighty Jaxx. “Besides team brainstorming sessions, we also canvassed ideas from our own circle of friends and discovered more into popular youth cultures, trending design styles and youth interests to help visualize the character designs that would appeal to both youths and the public.” 

The characters, Zap, Spark and Bud, are the “Architects of Tomorrow,” representing the technology, creativity, and innovation of young adults that will help shape and build the future of Singapore.  

Vote on Youthopia’s website at youthopia.sg/unbox-your-icon and ends on Feb. 21. The winning character will be announced in March 2022 as the new Youthopia icon. 

 

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License Global

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