SINGAPORE – Singapore-based TSLA Design has redesigned Roots, unpacking over 120,000 pieces of national heritage to develop a new brand identity and digital experience.
Roots is a one-stop destination to discover Singapore’s diverse culture and history through collections of objects, images, stories and more, brought to you by the Singaporean National Heritage Board.
“Roots is home to content that spans across our National Collection, stories, monuments, and more, we definitely needed to take a step back and look at how we could make the site extremely easy to navigate while encouraging users to dive deep into our nation’s past,” said Norfaiz Noeryamin at The National Heritage Board of Singapore.
TSLA Design reimagined the visual identity of Roots, improved the UX and UI, and content flow. This involved a deep dive of pouring through the site’s original content, conducting multiple focus groups across different user profiles to help organise over 120,000 pieces of content into intuitive categories which bring out the content and facilitate a better user journey through the unique Singaporean heritage.
TSLA Design was inspired by the tactility, warmth and nostalgic emotion of our heritage, a spokesperson said “You’re going through every artifact, article, photograph and piece of content thinking there is so much here, and yet, Singapore is still in its infancy. To be able to build our Roots right and redesign how all generations access this treasure trove of heritage was an incredible experience for us.”
Available to experience at www.roots.gov.sg
