Honouring the Past, Embracing the Future: PCS’s 50th Anniversary Rebrand & Milestone Event

In 2025, Presbyterian Community Services (PCS) marks a remarkable 50-year journey of service, compassion, and community care. As the organisation celebrates this milestone, it embraces transformation—refreshing its brand identity and unveiling a new chapter in its service to Singapore’s multigenerational needs. Flame Communications was proud to support PCS through a comprehensive communications and creative campaign that honoured its legacy while positioning it for the future.

The Challenge

As a longstanding social service organisation, PCS sought to refresh its identity in time for its 50th anniversary. The aim was to celebrate the past while engaging a wider, more modern audience—from donors and volunteers to younger families and public partners. This rebrand had to express PCS’s evolving mission and expanding services, while remaining true to its faith-based values and trusted presence in the community.

Approach

Flame Communications delivered an integrated suite of branding, digital, and event solutions to support PCS’s 50th anniversary celebrations and wider outreach efforts.

1. Commemorative 50th Anniversary Identity
We designed a commemorative 50th anniversary logo that symbolizes the interwoven journey of PCS’s decades-long service. Flowing colored ribbons in the logo reflect vibrancy, inclusivity, and God’s faithfulness, reinforcing PCS’s commitment to holistic care across generations.

3. Digital Presence and Website Development
A dedicated 50th anniversary website was conceptualised and built, highlighting PCS’s legacy, vision, and community initiatives. The site also included an integrated donation form, enabling users to easily contribute to the upcoming “A Good Learning Place” initiative—a new one-stop centre opening in February 2025 for young adults with special needs.

2. Rebranding the PCS Identity & Services Framework
We began with a full brand audit, identifying inconsistencies across visual identity, messaging, and organisational structure. From there, we developed a unified brand architecture that could reflect both the corporate brand and its core service categories: Seniors, Youth, Special Needs, and Community Support. To achieve this, we:

Redesigned the main PCS logo, using the burning bush as a spiritual anchor representing divine presence, transformation, and enduring faith

Created a flexible brand system where each service category is clearly defined, while still rooted in one cohesive visual language.

Addressed legacy identity issues by offering clear logo usage guidelines—especially for centres with or without individual branding.

Established logo colour that symbolism love, compassion, commitment, growth, renewal, and sustainability.

4. Brand Guidelines Creation
A comprehensive brand guideline document was developed to ensure consistency across all future touchpoints. This included: logo, emblem, color guidelines, typeface, uniforms, framework mapping, collaterals, and social media.

5. Event Support
Our team worked behind the scenes to ensure the smooth execution of the anniversary event. From managing guest registration to coordinating the presentation launch, we ensured every detail reflected the gravity and warmth of the occasion. We also:

Designed event signage and directional signboards for seamless navigation.
Created a custom photo booth backdrop for official photography with President Tharman Shanmugaratnam, Guest-of-Honour.
Developed a heritage board tracing PCS’s 50-year timeline and impact.

Scripted and refined the President’s speech to reflect PCS’s mission and milestones.
Produced a commemorative video feature, telling the PCS story through voices of beneficiaries and partners.
Coordinated media invites and coverage to amplify awareness and visibility.

Brand Transformation Highlights

The Starting Point

The Result

PCS’s 50th anniversary event was a powerful celebration of legacy, service, and future ambitions. The rebrand and digital experience elevated the organisation’s identity, while the event captured national attention and heartfelt support. Most importantly, the campaign helped set the stage for fundraising efforts toward A Good Learning Place, a pioneering centre that will serve young adults with special needs in the years to come. Through meaningful storytelling, cohesive branding, and seamless event execution, Flame Communications was honoured to journey alongside PCS as it continues to serve Singapore with compassion, innovation, and faith.