The Sol Awards was the Singapore Furniture Industries Council’s (SFIC) first-ever award initiative since 2013, launched to honour achievements in design, manufacturing, innovation, and sustainability within the local furniture ecosystem.
As the project lead, I was tasked with creating this campaign from the ground up — building the concept, structure, voice, and execution roadmap of what would become a new milestone in SFIC’s brand and industry engagement efforts.
Role: Strategy & Concept Development | Campaign Planning & Outreach | Awards Night Event Execution
Sol Awards 2023
Strategy & Campaign Execution
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I was tasked to propose and initiate the conceptualization of the award identity — including name, theme, category structures, and core positioning.
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I sourced for and worked with a creative agency to shape the visual identity, brand story, and campaign direction, as well as trophy/certificates conception
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Developed tone-of-voice and wrote foundational copy for all materials: nomination forms, guidelines, brochures, emcee scripts, and media briefs
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Led the call-for-nominations campaign, reaching out to industry players to drive submissions as well as sponsorship/partnership opportunities
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Designed a multi-channel communications rollout (social, email, internal comms)
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Managed incoming applications, tracked submissions, and coordinated jury processes
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Coordinated winner collaterals and photo/video shoot, as well as the winners press conference
Results & Learnings
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Worked closely with the various teams and stakeholders to bring the awards night to life
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Developed the run-of-show, oversaw all on-screen visuals and wrote key speaking notes
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Ensured seamless delivery on the night across logistics, branding, and guest experience
The Sol Awards 2023 team photo—taken from the night of our annual Dinner & Dance festivities.
Seeing the custom-designed trophies by STUDIO DAM for the first time—an exciting moment leading up to the awards night.
Mr Mark Yong delivering a speech on the Sol Awards at our Dinner and Dance gala, as Chairman of the Sol Awards Committee
The Sol Awards 2023 team photo—taken from the night of our annual Dinner & Dance festivities.
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High engagement from SFIC members, manufacturers, designers, and partners
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Successfully launched the first-ever Sol Awards, now adopted as an biannual SFIC initiative
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Strengthened SFIC’s positioning as a design-forward, future-facing industry body
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​Bringing the Sol Awards to life taught me how to build brand-aligned experiences from scratch, whether it being balancing creativity with structure, or vision with operational clarity. I had the opportunity to drive a campaign that celebrated the heart of the industry, while shaping how that story was told and remembered.