A merger of the two accredited membership bodies for marketing in Singapore, AAMS represents the entire ecosystem of Marketing and Communications, with an ambition to become the Regional Beacon for Marketing, Creativity and Performance.

As such, the newly-named entity needed a visage that advanced perception, differentiation from its category, and demonstrated progress, personality and clarity of thought.

The branding now confidently suggests an eye, a megaphone, a searchlight - all favourable messages for a group membership platform made for its members.