MORROW Architects + Planners

MORROW Architects + Planners is the urban planning and architecture firm of Dr. Liu Thai Ker, better known to most as the architect of modern Singapore. At 79, Dr. Liu established the firm after a lifetime of designing transformative cities, neighbourhoods, and iconic buildings. We were commissioned to develop a brand that would reflect the deep legacy of his work while positioning the firm for the future.

Building from a lifetime of experience
Together with writer Manish Melwani, we began with a series of workshops with Dr. Liu and his team to explore the firm’s culture, vision, and values. Through this process, we created a new tagline and manifesto, "This is Life’s Work", reflecting both Dr. Liu’s enduring legacy and the belief that cities—like living, breathing entities—are where life truly flourishes.

This new tagline does not just serve clients; it is a core guiding principle gleaned from a lifetime of work, condensing Dr. Liu’s philosophy of urban planning. It speaks to the commitment to creating spaces where life and communities thrive. "This is Life’s Work" also became the heart of MORROW’s brand, forming the basis for its internal culture and a key onboarding material for new staff.

A symbol of time and creation
To bring this philosophy to life, we built an iconic identity around the fundamental unit of architecture and urban planning—a line. The line represents both the time required for urban planning, for cities themselves to come to life, and the way all design begins—through a simple sketch. The resulting visual identity showcases the oeuvre of Dr. Liu’s work in a clean and contemporary fashion, encapsulating both the youth of the firm and the vast experience of its founder.