How a book publication built kinship and connected 10,000 audiences worldwide


Alumni stories captured


Raised for students in need


Marketing & Events

How a book publication built kinship and connected 10,000 audiences worldwide

The Mission

We worked with Singapore Management University’s Office of Advancement to put together the Imagine Better book publication, as part of the university’s 20th-anniversary campaign ‘Imagine Better Companies’. The book is an inaugural alumni publication featuring diverse alumni stories of entrepreneurs or corporate innovators (also known as ‘intrapreneurs’) who have made a meaningful impact through their companies or jobs. 

Our Brain Juice Approach

Beyond showcasing 103 inspirational stories and raising donations (amounting to almost $465 500) to support the less privileged student community, we saw this project as an opportunity to build meaningful relationships within the SMU community itself. By designing the process as an alumni-student collaboration, the journey was filled with insightful conversations, opportunities for personal growth and cultivated a sense of achievement for all involved. Furthermore, we used a values-based approach (as opposed to an industry-based one) for a more meaningful and interesting segmentation of the book. These values were: Community, Courage, Curiosity, Family and Innovation.  

Our Role

  • Conceptualising and facilitating workshops to rally SMU students and alumni, develop a collective vision for the campaign, and impart the skills needed for impactful storytelling. 
  • Managing the production of the book from start to end; from overseeing the interviews, to photography, graphic design, copyediting and printing
  • Air-tight programming and seamless remote production of the Virtual Launch that kept audiences engaged for 2 hours; featuring SMU alumni, students and staff in Singapore and overseas.

Our Impact

  • 38 SMU student ambassadors were onboarded and connected to editor-mentors who empowered them to write compelling stories of impact.
  • The Imagine Better book was recognized in the CASE Platinum Awards Regional Round (2019) as an Honourable Mention. This award is instituted to recognise entries that have shown good effort, achievement or potential to become exceptional.  
  • The virtual reach of the launch extended to 10,800 viewers, post-live stream. 

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