Morrow Architects + Planners

Brand Manifesto

A new chapter for modern Singapore’s chief city planner.

MORROW Architects + Planners is the urban planning and architecture firm of Dr. Liu Thai Ker—Singapore’s former chief urban planner and chairman of the Centre for Liveable Cities. Dr. Liu founded the firm at age 79, after a lifetime of designing cities, neighborhoods, and buildings.

Working with design studio Practice Theory, I helped craft a tagline and manifesto—This is Life’s Work—that spoke both to Dr. Liu’s legacy and the fact that cities are where life flourishes.

Cities are living, breathing things. So are legacies.

The new positioning wasn’t just for clients. Its main purpose was to help Dr. Liu’s philosophy of urban planning, gleaned from a lifetime of work, become the core of MORROW’s brand. The manifesto is now essential on-boarding material for all staff.

Life’s Work is never finished.

This is Life’s Work was translated into an iconic visual identity built around the fundamental unit of architecture and urban planning—a line, representing the time needed for urban planning, and for cities themselves, to come to life.

• Collaborators: Randy Yeo

• Agency: Practice Theory