Singpass: The Even Better Singpass

Contributed to a 97% adoption usage by simplifying Singapore’s national digital ID.

To get citizens to adopt digital signing and digital IDs, Singpass needed to shift away from hard, rigid security tropes and move toward "human-centric” trust.

Challenge

The Even Better Singpass

Trust starts with real accessibility. No technical jargon, no inflated promises, just a simple statement. That’s how we landed on launching as “The Even Better Singpass”.

Results

  • 97% usage by eligible Singapore residents

  • Over 4 million active users as of 2023