DSTNCT TO LEAD NDP 2026 BRANDING CAMPAIGN

DSTNCT has been appointed as the creative agency for Singapore’s National Day Parade 2026, marking its second consecutive year in the role. The agency will oversee branding, publicity, and public engagement, creating a new identity and immersive campaign to broaden participation and reimagine NDP as a nationwide experience.

Singapore’s National Day Parade (NDP) 2026 organising committee has appointed creative agency DSTNCT to spearhead its nationwide branding and publicity campaign. The appointment marks the agency’s second consecutive year leading the parade’s creative direction, following its work on NDP 2025.  

“We’re incredibly honoured to be entrusted with the National Day Parade for a second year running. Last year marked a shift from NDP as a single-day spectacle to something Singaporeans could see themselves in and actively participate in,” said Alexandria Yeo, business director and partner at DSTNCT.  

She added: “This year builds on that momentum. With a new venue and format, we see an opportunity to take that even further. Reimagining NDP as a broader, more immersive experience for all Singaporeans. We’re excited to continue working alongside this year’s committee to shape the next chapter of the NDP brand.”  

DSTNCT’s scope of work spans two major components: branding and publicity. On the branding front, the agency will develop an integrated campaign strategy, coordinate execution across partners, and create public engagement initiatives aligned with NDP 2026’s communications objectives. It will also craft the parade’s brand identity, including concept, narrative, tone of voice, slogans, and the integration of mascot August.  

For publicity, DSTNCT will design and produce branded collaterals across digital and physical platforms, from corporate identity materials and merchandise to event signage, transport wraps and out-of-home advertisements. The agency will also deliver the official NDP 2026 logo and brand guide to ensure consistency across all touchpoints.  

Additionally, DSTNCT will lead public relations and media outreach, developing a roadmap for engagement, securing partnerships with media owners and opinion leaders, and producing materials such as media kits and event backdrops.  

The appointment underscores the committee’s ambition to evolve NDP into a more participatory, immersive national celebration, with DSTNCT at the helm of shaping its creative vision.