Singtel x Casetify

Singtel partnered with Casetify on a co-branded accessories programme released through its retail network on a quarterly cycle. Greater Group supported the collaboration through graphic design, developing the visual direction for each phone-case collection alongside customised corporate designs, gift packs and supporting campaign assets.

Each release needed a clear creative idea that could work across a small-format product, packaging and digital content, while still feeling relevant to both Singtel and Casetify. The programme also needed enough flexibility for every collection to feel fresh without losing the connection between releases.

Greater Group developed the graphic design around recognisable Singaporean cultural references. The first collection drew on local slang, with terms such as Shiok, Chope!, Kiasu and Sian Everyday each given a distinct visual treatment through typography, stickers and repeat patterns. Later collections explored themes including hawker food and Singapore landmarks, giving each release its own visual character.

The same creative direction was carried across digital posters, mural graphics, web banners, social content, animation, corporate designs and gift packaging. This gave Singtel a coordinated graphic system for each release and helped translate the collaboration consistently across product, retail and campaign touchpoints.

The finished campaign gave Singtel and Casetify a distinctive visual identity across the product, packaging and supporting launch content. Greater Group’s graphic design work helped translate the collaboration into a cohesive set of customer-facing assets, from the phone cases themselves through to digital, social and retail communications.

The result was a campaign that felt culturally relevant, visually consistent and clearly connected across every touchpoint, giving Singtel a stronger creative presence within the collaboration and a more engaging way to bring the partnership to market.