Repositioning Office of the Mufti to foster inclusive Muslim life in Singapore

The Project
Practice Theory created a refreshed communication strategy and visual identity for the Office of the Mufti (OOM), establishing an open, welcoming presence for Singapore’s highest Islamic authority.

The Brief
Guiding Singaporean Muslims within a secular, multicultural society required a modern approach to religious communication. To engage the "broad middle" seeking guidance on faith in daily life, OOM needed to evolve its outreach without compromising core Islamic principles or institutional standing.

The Approach
We established a strategic role for OOM as a host—a bridge connecting openness with tradition, and relatability with rigour. Rather than delivering top-down directives, the brand territory centres on holding space for connection, conversation and counsel across the spectrum of practice.

The Execution
We introduced a flexible framing system inspired by the mihrab and abstracted table shapes, paired with Arabic-influenced calligraphy whose extending strokes symbolise community connection. This is supported by an official seal that conveys trust and warmth, alongside authentic photography that brings a human touch to a visual language that balances reverence with accessibility.

What did we deliver?

• Brand strategy and positioning: Developed a narrative framework around hosting and holding space, bridging traditional guidance with contemporary civic life.
• Brand identity and motion systems: Created a calligraphic logotype, modular framing devices, motion assets, and a seal of trust.
• Art direction and photography: Directed people-focused imagery capturing real moments of community, prayer, and everyday religious expression.

The Impact
The new identity successfully broadened OOM’s reach across Singapore’s Muslim community, establishing a trusted visual framework that builds belonging and supports open dialogue in a modern state.