cULTURAL cONNECTION THROUGH cHINESE oPERA

Client Name: Traditional Arts Centre
Sector: Arts
Type of Project: Business Transformation and Value Proposition Design
Grant Support: Sector Transformation Fund
Grant Agency: National Arts Centre (NAC), Singapore

Established in 2012, The Traditional Arts Centre (TAC) elevates Chinese Opera in Singapore. TAC offers classes, performances, and workshops, fostering appreciation for the art form while incorporating local elements to captivate a wider audience.

Project Objective

The purpose of this project was to bridge the gap between Chinese Opera culture and contemporary needs. This was where we realised: The hyper urbanised environment of Singapore does not allow time and space for youths to discover and connect with their cultural roots.

Meetings with TAC to understand their industry and challenges faced.

Our Approach

We conducted meetings, interviews and on site observations to better understand the challenges TAC is facing, as well as youth’s understanding and perceptions of Chinese Opera. Through sense-making analysis, we gained a deep understanding of youth needs and gaps (challenges they face). This insight has informed a strategic shift in TAC's engagement approach, ensuring it resonates better with our target audience.

Hands on activity with TAC’s representative to guide them with rebranding TAC.

Key Deliverables

From the information gathered, we revitalized TAC's brand identity and developed a robust approach strategy. This culminated in the creation of three artefacts for the TAC community.

Brand and market analysis - partake in active thorough research to understand the needs and gaps of youth. Thereafter, inform a strategic change in their engagement approach.
New Identity - craft a (refreshed) identity for TAC and their offering that communicates the essence of Chinese Opera effectively.
Product and services - developed a brand marketing guideline handbook that is tailored for the community.

These artefacts is provided online and offline.

Service

Consultancy

Offerings

Branding (Value proposition, Marketing Design)