Tag: Naga DDB Tribal

Naga DDB Tribal, a Malaysian creative agency part of the DDB Worldwide collective, has long offered its clients marketing and branding services focusing on creativity and innovation. Given how the agency’s vision is deeply rooted in the parent group’s quest for interaction, it’s no wonder that many of its works for clients like CelcomDigi, KFC, The Exchange, SP Setia, Prudential and Unilever thrive in making sure brands make an ‘instant connection’ with their customers.

With such a proposition, how does Naga DDB Tribal continue evolving in a continuously changing market, and how can the agency’s talents grow in creativity and innovation?

In our latest Agency Leadership Decoded, we recently spoke with Farrah Harith-McPherson, chief growth officer at Naga DDB Tribal, to learn more about her leadership style and why it is essential to continue empowering talents, especially women, to make their voices heard and create an impact in the industry.

Making a team feel supported and valued

In her current role, Farrah shares that her leadership philosophy revolves around fostering a culture of collaboration, empowerment, and continuous growth. For her, this philosophy means leading by example—with empathy, authenticity, and a relentless focus on making a positive impact.

“I believe that the best ideas and solutions come from a team that feels supported, inspired, and valued. To me, leadership isn’t about directing—it’s about enabling. I focus on creating an environment where each individual can thrive, encouraging autonomy while providing the tools, guidance, and resources they need to succeed,” she said.

Farrah also explains that she emphasises clarity and purpose in everything they do, adding that for a team to thrive truly, they need to understand the ‘why’ behind their goals. 

“My role is to align our efforts with a shared vision while remaining adaptable to the ever-evolving needs of our clients and the industry,” she added.

Creating initiatives to foster growth

Given her goal of creating an environment where talents are moulded to become talented and inclusive, she says that her initiatives within the agency are intended to motivate and engage the agency’s talents.

“At Naga DDB Tribal, I’ve had the privilege of driving and supporting several unique initiatives designed to foster growth, collaboration, and a sense of belonging,” she said.

One of the key initiatives she championed is the ‘She Speaks Power’ initiative, a platform that empowers our team—especially women—to share ideas, voice their aspirations, and build confidence. The initiative is led by Hajar Yusuf, the agency’s head of digital and social, and includes various activities driven by the team.

For Farrah, this has strengthened camaraderie and inspired meaningful conversations and actions within Naga DDB Tribal. 

Another initiative she highlighted was rebooting their training program and co-creating the ‘Naga Adcademy.’ This program, led by the agency’s strategy team, developed a comprehensive calendar of training activities designed to inspire creativity, build skills, and foster closer collaboration across departments and industry partners.

In addition to these main initiatives, Farrah also supports the team’s initiatives for social events and activities. 

“Whether it’s lobbying management support or helping them bring their ideas to life, I see these moments as opportunities to strengthen our bond as a team,” she said.

She also highlights that any of its initiatives, whether it’s its ‘She Spins Power’ (a spin class taught by one of its own strategists) initiative or a 5km run to raise money for Cancer Research, all aim to foster a close relationship while having fun.

“Ultimately, my role is to empower the team, giving them the freedom and support to take ownership of initiatives they’re passionate about. By doing so, our aim is to create an environment where everyone feels they belong and can make a meaningful impact,” she stated.

Navigating the challenges of agency leadership

In terms of challenges in her leadership, Farrah says that one of the biggest challenges she faced was maintaining team engagement and morale in the face of industry pressures.

“Advertising is both incredibly dynamic and taxing as an industry. While it has its rewarding moments, it also comes with uncertainty and the risk of burnout. Keeping the team inspired, motivated, and aligned has required consistent effort and intentional leadership,” she said.

She admits that continuing the momentum is always challenging, especially when external factors add pressure. To navigate this, she has learned the importance of being present and authentic with the team. 

“By showing up, listening, and addressing challenges together, we can foster an environment where everyone feels supported and valued. I’ve come to understand that it’s not just about talk or even about creating programs for the team —it’s about showing care in the small, everyday moments,” she added.

Moreover, she also states that while she doesn’t claim to have all the answers to solve these challenges, she still believes that being open and approachable, even when facing uncertainty, creates a foundation of trust within the agency collective. 

“Leadership, for me, is about walking alongside the team and working through challenges together. It’s a journey of learning and adapting, and I’m grateful for a team that rises to the occasion, time and time again,” she added.

Milestones reinforcing agency beyond traditional boundaries

Farrah shared that one of the milestones she takes the most pride in during her leadership at Naga DDB Tribal is the impact of ‘She Speaks Power.’ She highlighted how this initiative has been a transformative force within the agency and the broader community it has touched.

“‘She Speaks Power’ was born out of the belief in the power of shared learning, mentorship, and celebrating entrepreneurship. Internally, it has had a profound effect on our team, fostering a culture of collaboration, confidence, and inclusivity. The activities and programs under this initiative have provided our team with opportunities to lead, innovate, and build meaningful connections with one another while having fun,” she explained.

She also expressed how the external impact of these initiatives has been deeply gratifying, highlighting how mentorship programs like IMPACT have significantly played a crucial role in supporting female founders and entrepreneurs in overcoming the challenges of building their businesses. 

“These efforts have reinforced Naga DDB Tribal’s reputation as an agency that goes beyond traditional boundaries, one that values purpose and creates a positive ripple effect within the industry and beyond,” she said.

Farrah also added, “‘She Speaks Power’ is a testament to what can be achieved when we embrace the spirit of entrepreneurship and the power of community. I am proud to see how it continues to inspire and uplift, and I am grateful to my team for really making this initiative work. We are entering into our third year, and I couldn’t be prouder.”

Leading with authenticity

In terms of advice for future industry leaders, Farrah emphasised the importance of leading authentically and fostering a collaborative spirit as key aspects of effective leadership in the marketing industry. 

She also pointed out how easy it can be to get swept up in trends or adopt leadership styles that may not align with one’s true self.

“True inspiration comes from being yourself—sharing your values, staying grounded, and showing up with sincerity in every interaction. People respond to authenticity because it builds trust, which is the foundation of any strong team or relationship,” she said.

Farrah also highlights the significance of fostering a culture of collaboration, explaining that leadership is not about having all the answers or working in isolation.

“Leadership isn’t about having all the answers or doing it alone—it’s about creating an environment where ideas flow freely, people feel empowered, and everyone works toward a shared goal. At Naga DDB Tribal, I’ve seen the magic that happens when we tap into our collective strengths and work as a team,” she said.

Lastly, she said leaders can inspire others to adopt the same approach, creating a ripple effect that fosters positive transformation within teams and organisations.

“Leadership is about lifting others as you grow. For me, this means championing people’s potential, celebrating their wins, and giving them the space and confidence to shine. When you lead with empathy and purpose, you inspire others to do the same, creating a ripple effect that can transform teams and organisations,” she concluded.

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Effective leadership in the marketing industry requires a balance of inspiration, adaptability, and vision. Leaders must cultivate creativity, encourage collaboration, and embrace diverse perspectives to drive innovation. By staying ahead of emerging trends and setting a clear direction, they empower their teams to craft impactful campaigns that connect with audiences and stand out in a dynamic landscape.

Kuala Lumpur, Malaysia – What happens when generational traditions meet the power of modern technology, imagination, and creativity? In CelcomDigi’s latest Chinese New Year film, Threads of Legacy answers this question with cinematic tale of resilience, innovation, and family bonds.

Conecptualised by M&C Saatchi and Naga DDB Tribal, and directed by Directors Think Tank’s Maurice Nooned, the telco invites Malaysians to rethink how they can preserve their heritage while embracing the beauty of a connected world.

The film follows the story of Blaze, spirited young woman whose family has long been celebrate their exquisite cheongsam designs—a legacy nurtured over generations. Each year, their artistry shines at an annual cheongsam showcase, an event that embodies their cultural pride. But when an unforeseen illness sidelines the family matriarch, their cherished tradition too, faces an uncertain future.

Refusing to let their legacy falter, Blaze harnesses the intricacy of projection mapping, alongside the seamless connectivity of CelcomDigi’s network. Through a captivating display of light, texture and culture, she reimagines the cheongsam showcase with a spectacular blend of the old and new—proving that traditions can flourish when given a modern twis 

Alvin Teoh, chief creative officer of CelcomDigi’s One Tea, said, “Chinese New Year is a time for reflection, reunion, and honouring what matters most. This story captures the beauty of how technology can help preserve the essence of our traditions while presenting them in extraordinary, forward-thinking ways. By empowering individuals to bridge generational and cultural gaps through technology, CelcomDigi celebrates the enduring power of connection—both on a digital and personal level.” 

Malaysia – As the year comes to a close, CelcomDigi, in collaboration with One Team (M&C Saatchi and Naga DDB Tribal) and Mojo Films, has unveiled a year-end campaign designed to inspire Malaysians to embark on journeys of self-discovery and return with the drive to uplift their communities.

Titled ‘Bejalai: Journey of Inspiration,’ CelcomDigi’s film draws inspiration from the age-old Iban tradition of ‘bejalai’—a coming-of-age journey where individuals venture far from their village, returning with wisdom, wealth, or fame to benefit their community.

The film follows the inspiring journey of Sarawakian Olympic medallist Watson Nyambek, affectionately known as the ‘Flying Dayak’ for his record-breaking achievements. Despite reaching remarkable heights, Watson chose to return to his roots, sharing his success with his community and completing his bejalai. For him, true achievement goes beyond having his name etched in gold or silver; it lies in bringing his success home, uplifting the people who supported him, and bringing pride to his community.

Commenting on the film, Marzuki Maani, executive creative director of M&C Saatchi, said, “Bejalai is such a beautiful concept that has evolved over time. We see it beyond Sarawak. It is a universal journey that everyone experiences at some point in their lives. We hope that this film stirs a deep desire to reconnect with the people who matter most and that we never forget where we came from.”

Film director Barney Chua added, “…although bejalai has its origin in Iban culture, the practice is something every Malaysian experiences at some point in their lives. It’s universal.”

Chua continued, “I am humbled by the experience of being able to tell Watson’s story deep in the heart of Sarawak. Returning to our roots is something we all should do, no matter how far we’ve gone in life. Watson’s journey is a testament to that.” 

CelcomDigi encourages every Malaysian to chart their own path to success while staying true to their identity and embracing their roots. The company believes that sharing one’s achievements is not only a way to give back but also an opportunity to inspire others to pursue similar journeys, fostering pride and progress for the nation.

Through this campaign, CelcomDigi, in collaboration with M&C Saatchi and Naga DDB Tribal, encourages all Malaysians to reconnect with their roots and give back to their communities, fostering collective growth and progress.

Kuala Lumpur, Malaysia – She Speaks Power, Naga DDB Tribal’s initiative focused on women empowerment, teamed up with female-owned café Little Cup to host a a 5K Pink Run to raise awareness and support for breast cancer. With each kilometer completed, participants contributed donations toward the National Cancer Society of Malaysia (NCSM), underscoring She Speaks Power’s commitment to making a positive social impact. 

The event aligns with She Speaks Power’s mission to support female entrepreneurs. Since its inception, She Speaks Power has championed female-led businesses, notably through its Impact Mentorship Program, which connects female entrepreneurs with resources and mentorship. 

The run was led by Naga DDB’s own strategist Nadja van der Drift and and creative director Benedict Tan, who, alongside team members, guided participants along a scenic route through Bukit Damansara. The event not only fostered awareness for breast cancer but also served as an opportunity for the Naga DDB community to come together for a cause that affects many. 

The event was supported by sponsors including Canopy, Home Soy, Munchy’s and Himalaya Sports, with all proceeds directed to NCSM to further their mission to support those affected by breast cancer. 

Farrah Harith McPherson, chief growth officer at Naga DDB, said, “Naga DDB and She Speaks Power are committed to initiatives that bring our agency together to support a cause. We believe in championing community well-being, and this event provided a unique way for our team to contribute meaningfully. Our goal is to create an impact that goes beyond business by inspiring and empowering those around us.” 

Kuala Lumpur, Malaysia – In a celebration of the Festival of Lights, CelcomDigi showcases the power of connection and technology in their heartwarming short film, ‘Inbam.’ Produced by the collaborative efforts of One Team—Naga DDB Tribal and M&C Saatchi—this film honours the connections that keep traditions vibrant. 

Set against the backdrop of Deepavali, Inbam explores the bond between generations through the story of two sisters, Anjali and Lavinya. They embark on a mission to rekindle their Patti’s (grandmother) joy, reflecting on the profound happiness she experienced while making saris with her closest friends. As the sisters strive to revive these cherished memories, the film beautifully captures the essence of familial connections. 

Directed by Maurice of Director’s Think Tank, this lighthearted narrative encourages Malaysians to reflect on the traditions they hold dear and the intergenerational bonds that sustain them. It invites viewers to see Deepavali as an opportunity to reconnect with loved ones and celebrate shared joy. 

What sets ‘Inbam’ apart is its focus on the role of friendship and the innovative use of technology to bridge gaps across people, places, and generations. Against a vibrant cultural backdrop, the film embodies Malaysia’s unity, showcasing the diverse tapestry of the Malaysian identity. 

Moreover, ‘Inbam’ is a colourful tribute to the rich traditions and diverse cultures that define Malaysia. It reflects CelcomDigi’s commitment to preserving these traditions through meaningful connections. 

Vix Chandra, executive creative director at Naga DDB Tribal, said, “We hope this story resonates emotionally, prompting the audience to reflect on their own values and the bonds shared across generations—especially during Deepavali. When we recognise this connection, we understand that it’s not just our celebrations that shine bright, but our inner joy, our Inbam, ignited by the relationships we nurture.” 

Malaysia – Prudential Malaysia has introduced the ‘PRUMillion Med Active’, a medical plan that provides Malaysians with more control of their medical insurance through the ‘Be In Control’ campaign created with advertising agency Naga DDB Tribal. 

The campaign details the benefits of the new medical plan, which allows people to pay less for insurance when claiming less while ensuring that medical coverage is not affected.

Using dance to express self-control in the campaign, Be In Control conveys the medical plan’s active-pricing element. Beginning with a 15% instant discount on medical insurance charges, they can continue to enjoy an annual discount when they maintain good health and make no claims. 

“We wanted to create a visually stunning campaign that truly captures the innovation of the medical plan. After exploring various ways to convey the concept of ‘control,’ we found that ballet and breakdancing perfectly embodied the essence of ultimate control in movement,” Alicia Hew, creative director at Naga DDB Tribal, said

“Our focus group uncovered that people have very little knowledge, which hinders their ability to make better healthcare, insurance, and medical claims decisions. But what remained true across all respondents was that they wanted to become more discerning and well-informed consumers to offset the rising cost of living. So our strategy was clear: To empower them with the confidence to make equally informed decisions when it came to insurance – which we knew would position PRUMillion Med Active in the best possible light” Mark Siew, associate director of strategic planning at Naga DDB Tribal, said.

The campaign also includes a series of content informing Malaysians on claim-based pricing plans.

Kuala Lumpur, Malaysia – In conjunction with this year’s National Day theme of ‘Jiwa Merdeka,’ CelcomDigi’s One Team – M&C Saatchi and Naga DDB Tribal – has partnered up with young Malaysians who are using technology and connectivity to shape the nation’s future. 

The campaign features a film narrated by the trailblazing Bunga, Malaysia’s first and most popular Hijabi rapper. Defying stereotypes, she seamlessly blends modest attire with the dynamic energy of hip-hop for boundary-breaking performances that have won accolades worldwide. 

Another youthful visionary featured in the film is 19-year-old Ong Yong Xun (Zero Ong), who single-handedly developed the JomStudy app. The innovative platform revolutionised learning for SPM students by consolidating learning resources.

Meanwhile, Ash Raja and Jon Dexter of content platform Small Towns MY have embarked on a mission to revitalise local tourism by showcasing the hidden gems of Malaysia’s smaller towns. Their efforts have brought newfound attention and appreciation for these often-overlooked communities. 

In the realm of social impact, Azziaty, Azrin, and Azlyn of ROCKA Atelier are making a profound difference through fashion. Their socially conscious brand provides employment opportunities for women from underprivileged backgrounds, empowering them to achieve financial independence and build brighter futures. 

Additionally, the film highlights the remarkable work of Adrian Jo Milang, the youngest Kayan oral tradition practitioner and preservationist. His dedication to safeguarding the ancient oral art forms of Parap and Takna’ is an inspiration to young Malaysians, and a testament to the power of preserving traditions in the digital age. 

Marzuki Maani, executive creative director of the One Team, said, “It’s amazing to see how connectivity can empower our young generation’s creativity to create opportunities. It closes the gaps between age and location, allowing anyone – whether they’re in the city or in the deep rural areas – to explore and unlock their potential.”

He added, “Through this campaign, CelcomDigi wants to shine a spotlight on them, in hopes that by knowing and seeing the young generations at work, we continue to inspire support for the future generation in whatever they set their minds to.”

Kuala Lumpur, Malaysia – ‘She Speaks Power,’ an initiative by NagaDDB Tribal, to create a platform for female collaboration and learning, has announced the launch of its latest endeavor, the ‘IMPACT Mentorship Program.’ This program is specifically designed to support female founders of new and small businesses, providing them with essential tools and strategies to thrive in the competitive social media space. 

The She Speaks Power IMPACT Mentorship Program aims to empower participants by focusing on three key areas, namely business development, impactful content creation, and social media growth.

This mentorship helps women entrepreneurs effectively launch and grow their businesses. Participants will receive guidance on best practices and personalised 3-month mentorship to ensure their business success and sustainability. 

One of the programme’s first mentee–Puan Hasnah–is a single mother caring for her four sons, two of whom have special needs under the autism spectrum while her 32 year old second son has just been diagnosed with mild ADHD and general anxiety disorder. Her eldest son, who is a speech and drama teacher, stays in another state and whatever emotional or financial support he can offer can only be done remotely. 

For 15 years, she helmed her own communications company but had to give it up to focus on Ziqri, one of her neurodiverse sons. With her youngest son Aidel’s diagnosis of high-functioning Asperger’s, she decided to provide consultancy services to boutique PR firms and corporate organizations. 

Today, she co-leads and serves as the editor-In-chief of New Malaysia Herald, an Australian-based, self-funding online news portal dedicated to opinion pieces and leader articles on Malaysia and Australia. Additionally, she benefits from Project Impian, an initiative by Santapan that supports selected small F&B operators by providing the necessary support, knowledge, capital, and facilities to launch their own products in the Ready-to-Eat Meals segment for commercialisation. 

“As a one-woman show, the help of this IMPACT Mentorship Program will be incredibly valuable. I look forward to learning from experienced mentors and applying their insights to grow my business,” Hasnah said.

She added, “For the past 10 years, I’ve been cooking for clients from my small home kitchen. I realised that food is what is going to put food on the table. Until William, founder of Kembara Kitchen, who manages Santapan REMS (Ready-To-Eat-Meals), took me by the hand and encouraged me to become a beneficiary of Projek Impian. And here we are.”

Hajar Yusof, head of digital experience at Naga DDB Tribal, said, “At She Speaks Power, we are dedicated to making a real impact in our community and providing a platform for collaboration. This program is not just lip service; it’s a tangible effort to support and uplift female entrepreneurs who need the help the most.” 

Meanwhile, Farrah Harith McPherson, chief growth officer at Naga DDB Tribal, commented, “As experience makers, Naga DDB Tribal believes in putting our services to a greater cause. The IMPACT Mentorship Program is a perfect example of how we can leverage our expertise to empower and support women in business and celebrate women entrepreneurship.” 

Malaysia – To advance its vision of delivering comprehensive marketing solutions, Naga DDB Tribal has strengthened its creative leadership team with key appointments: Vix Chandra as executive creative director, Loo Swee Mei as senior creative director, Alicia Hew as creative director, and Ong Poh Jet as associate creative director.

Leading the series of new hires is Chandra, who steps into the role of executive creative director. With 18 years of diverse experience, Chandra brings a unique global perspective on creativity, content marketing, brand strategy, and pop culture.

Chandra has held key roles at Red Bull Media House, Austria’s LOOP, and On in Switzerland, where he excelled in integrated marketing, strategic collaborations, and content generation. Notable achievements include elevating Porsche’s brand persona, launching On’s entry into pop culture, and leading major social media moments for Red Bull. 

His creative leadership and talent for blending entertainment and culture into marketing strategies will be crucial in advancing the agency’s creative offerings and enhancing its digital experience and content studio services. He will drive the agency’s creative direction alongside chief creative officer Alvin Teoh and executive creative director Nik Radzi, further diversifying and strengthening the leadership team.

Following Chandra’s appointment, Loo also joins Naga DDB Tribal as its new senior creative director. With nearly two decades of experience in both agency and client roles, Loo has worked with leading agencies, including FCB Malaysia, Ogilvy, Dentsu, and Spin. Her career also includes leadership roles at Dentsu Shanghai and the Shanghai Disney Resort.

Her personalised approach has driven successful campaigns for brands such as Canon, Toyota, Malaysia International Airports, KFC, Playstation 5, and Nespresso. 

In her new role, Loo’s expertise in creative ideation, art and design, creative tech, and new media will play a pivotal role in strengthening the agency’s creative leadership and driving its mission to deliver world-class creative solutions.

The agency has also brought on board Hew as its new creative director. She will leverage her expertise in strategic communication and creative direction to help the agency create impactful and resonant campaigns.

Recognised as one of Malaysia’s “Most Awarded Creatives in 2021,” Hew brings a robust background from Ogilvy, McCann, BBDO, and Dentsu Creative. She has also led successful initiatives for prominent brands, including Guinness, Maybelline, Nike, Snickers, Wrigley’s, and Mamee Monster.

Rounding out the new creative leadership team, Ong will also join the agency as associate creative director. His talent for leading and inspiring design teams will enhance the agency’s visual and design output, helping to deliver captivating and inspiring experiences for audiences.

Ong brings over a decade of design and art direction experience from renowned agencies including M&C Saatchi, Ogilvy, and Bonsey Jaden. His work has significantly contributed to brands like Pizza Hut, Coca-Cola, Astro, and KFC.

The addition of these creative leaders marks a pivotal moment in the agency’s journey, as their diverse expertise and global perspectives are set to elevate Naga DDB Tribal’s ability to deliver impactful campaigns for its clients.

Speaking on these new appointments, Kristian Lee, group executive director at Naga DDB Tribal, said, “At Naga DDB Tribal, we have strong ambitions for growth and a vision of what we can evolve into in the very near future. As such, we are currently actively on the lookout for talent that can not only contribute towards that vision but also display ownership by stamping their own imprint on our direction as a company.” 

“As an agency that constantly has an eye on the future while striving to improve for the present, we are conscious of the immediate benefits of bringing on board fresh perspectives, capabilities, and leadership to inspire powerful, effective, and strategic creative output. Having said that, it is also essential for our young and emerging talent to have access to a multitude of leaders with diverse skill sets to aid in the growth of their burgeoning careers. Naga DDB Tribal has had a storied and proud tradition of serving as a springboard that grows careers within the Malaysian marketing industry by promoting a culture of learning for our talent, and we have every intention of continuing and promoting this culture from within,” he added. 

Naga DDB Tribal is enhancing its creative leadership team to drive its growth and mission as an agency. The agency is committed to delivering innovative, technology-driven creative experiences, leveraging advancements in AI, VR, and emerging media platforms.

“With our on-going investment in talent, creative stewardship, and inspiration brought about beginning with the additions of Vix, Swee Mei, Alicia, and Poh Jet to the agency, we are confident and excited about the impact they will have in charting the future of our agency as well as in achieving our commitment of delivering even higher standards of excellence across various creative disciplines to the benefit of our current and potential clientele,” Lee concluded. 

Malaysia – In celebration of its Golden Jubilee, Setia has partnered with Naga DDB Tribal to unveil a refreshed theme and visual identity, highlighting the group’s enduring commitment to developing homes and thoughtful spaces.

Created by newly appointed creative partner Naga DDB Tribal, the refreshed brand narrative and visual identity were unveiled during Setia’s Golden Jubilee celebration at the Setia City Convention Centre (SCCC) in the vibrant Setia Alam township.

Marking 50 transformative years, Setia embraces the theme ‘Shaping Spaces That Shape Us All,’ aiming to infuse the principles of Live, Learn, Work, Play into the spaces it creates for its customers, Citizen Setia. This revitalised commitment is highlighted by the unique #SetiaQubies—life-sized cubes symbolising Setia’s pledge to craft living spaces that enrich these core principles for both its customers and the broader community.

To craft this distinctive brand narrative, Naga DDB Tribal goes beyond the typical functional excellence found in the property development sector. Instead, their approach focuses on emotive storytelling, highlighting the significance of spaces in key moments of people’s lives. The campaign underscores that spaces are more than just places—they are feelings and experiences that shape our future.

Alex Goh, chief strategy officer at Naga DDB Tribal, explained, “People connect with brands for what they stand for. After 50 years, we don’t just want people to know that Setia has been around for a while; we want people to know what we stand for and represent. Our task was to define the brand’s beliefs that Setia has been faithful to for the past 50 years and articulate a vision for the future.” 

“Data shows us that we spend about 385,000 hours (or 24,000 days) of our lifetime in just three spaces: home, education, and office. Our future is influenced by how we spend our time today, and our time is influenced by the spaces we’re in,” Goh added. 

Setia’s new brand visual identity draws inspiration from its existing logo. The updated visual incorporates blue to symbolise integrity, perseverance, and loyalty—values central to Setia’s commitment to teamwork and customer dedication. Accompanying this is a vibrant red diamond, representing the Group’s strength and prosperity. By transforming the 2D red diamond into a 3D isometric space, the new visual identity is enriched, reflecting Setia’s innovative spirit.

The new visual identity also features a cube, serving as a blank canvas for inspiration and growth. Representing possibility, it houses visual metaphors of hope, bonds, and development, signifying that Setia’s spaces inspire better living and a brighter future for residents.

At the launch, Datuk Choong Kai Wai, CEO of Setia, expressed, “For 50 years, we’ve been pioneers in building lively communities, driven by our ‘LiveLearnWorkPlay’ development philosophy. Today, we reaffirm our commitment to these values, aiming to inspire and create spaces that resonate with beauty and purpose. We’re especially proud of our initiatives like Setia’s eGreen Living and the innovative Green Switch, emphasising our dedication to sustainable living.” 

“Our purpose to build great communities has driven us for the past 50 years and will remain at the core of everything we do. This milestone gives us the perfect opportunity to show our purchasers, Citizen Setia, how much we appreciate their continuous support and trust,” he further added. 

Christinne Lim, chief commercial officer at Setia, also emphasised the importance of a cohesive brand narrative that not only reflects the Group’s past achievements but also sets a clear and inspiring vision for the future.

“Our new brand narrative and visual identity signify our ambition to continue shaping, inspiring, and producing well-designed spaces for future generations,” she explained.