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by SFIC Institute
Project Showcases
See How Momentum Strategies Delivers Visual Impact Across Every Brief
STAR Living
STAR Living is a Singapore-based furniture retailer with over 37 years of experience crafting quality home furniture. Known for their commitment to conscious design and sustainability, they combine timeless craftsmanship with responsible sourcing — from FSC-certified timber to rigorous international certifications — to create furniture that is built to last and designed to make homes healthier.
The Problem
STAR Living had a strong product offering and a genuine sustainability story, but lacked the visual identity and digital tools to communicate it with the clarity and confidence it deserved. Their brand colours hadn't been formally defined, their sustainability commitment had no dedicated digital home, and their social media presence wasn't doing justice to the quality of their products.
The Solution
A fresh colour direction, a sustainability website proposal, sustainability video storyboarding, and promotional TikTok content — giving STAR Living the tools to tell their story across every channel.
Sustainability Branding
We developed STAR Living's colour palette from scratch, proposing four distinct directions for the team to consider. Nature's Legacy grounded the brand in the warmth and calmness of natural materials — earthy tones of vanilla, cardamom, and saffron that spoke to wood, craft, and care, available in both a light and dark execution. Urban Sustainability took a sleeker, more forward-looking approach — deep forest greens paired with bold amber, capturing the energy of a brand that sees sustainability as progress rather than compromise. Eco Eclectic offered a more playful direction, mixing retro charm with contemporary sustainability through vibrant, textured tones that felt fresh and characterful.
Sustainability Webpage
STAR Living's sustainability commitments were real and substantial — FSC-certified timber, CARB P2 compliance, ISO certifications, an automated warehouse, and an in-house delivery fleet optimised to reduce emissions — but none of it was being communicated effectively online. We proposed a dedicated sustainability page that told this story from end to end, leading with the brand's legacy of care and walking visitors through every stage of the journey: from design and manufacturing to delivery and the home. The page was structured to feel like a narrative rather than a checklist, giving weight to the certifications and credentials that set STAR Living apart while keeping the experience warm, human, and true to the brand.
Sustainability Videos
To bring STAR Living's sustainability story to life beyond the page, we developed storyboards and directed a series of sustainability videos that walked viewers through the full journey of a STAR Living product — from design and responsible sourcing all the way through to delivery and the home. Rather than presenting certifications and credentials as a list of facts, the videos were structured as a narrative, making complex sustainability concepts feel tangible, human, and genuinely worth caring about. Each video was planned to highlight a distinct chapter of the story, ensuring that together they built a complete and compelling picture of what it means for STAR Living to design consciously.
Sustainability Video Storyboarding
Before a single frame was filmed, we mapped out the full visual and narrative arc of STAR Living's sustainability video series. Each storyboard was built around a distinct chapter of the brand's sustainability journey — translating complex credentials and commitments into a sequence of scenes that felt cinematic, human, and easy to follow. From shot composition to scripted narration, every detail was planned to ensure the final films would communicate STAR Living's story with the clarity and craftsmanship it deserved.
Video 1
A behind-the-scenes look at how every STAR Living piece begins — tracing the journey from the drafting table through to the factory floor, and highlighting the sustainable design choices, FSC-certified timber sourcing, and manufacturing excellence that go into every product.
Video 2
A behind-the-scenes look at how every STAR Living piece begins — tracing the journey from the drafting table through to the factory floor, and highlighting the sustainable design choices, FSC-certified timber sourcing, and manufacturing excellence that go into every product.
Video 3
A behind-the-scenes look at how every STAR Living piece begins — tracing the journey from the drafting table through to the factory floor, and highlighting the sustainable design choices, FSC-certified timber sourcing, and manufacturing excellence that go into every product.
Promotional TikTok Videos
Alongside the sustainability work, we produced a series of TikTok videos for STAR Living's social media presence — showcasing their product range in a format designed to connect with a modern audience. The videos were crafted to highlight the quality and appeal of STAR Living's furniture in a way that felt native to the platform: visually engaging, concise, and built to stop the scroll.
Thumbnails of TikTok Videos
STAR Living
Crafting a sustainability story worth telling.
From colour direction to video production, every touchpoint was designed to bring STAR Living's commitment to conscious design into the open — translating decades of responsible craftsmanship into a brand presence that feels as considered and enduring as the furniture itself.
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