We Support NS

Supporting National Service is something we believe in — both as an employer and through the work we do.

At JAB Design, that support has taken different forms over the years: supporting our own National Servicemen (NSmen) in fulfilling their NS commitments, and using our creative capabilities to help organisations show their appreciation for those who serve.

Supporting Our National Servicemen

Our commitment to National Service starts within JAB. We recognise the responsibilities our National Servicemen carry and give them the support they need to fulfil those commitments.

Our support was first recognised with the NS Mark in 2018. This was followed by the NS Mark (Gold) in 2021 and, in 2022, the NS Advocate Award for SMEs under the Total Defence Awards (TDA).

NS Mark Gold and NS Advocate Award for SMEs presented to JAB Design

NS Mark (Gold)

Awarded on 30 June 2021, the NS Mark (Gold) recognised JAB Design for exemplary support for Total Defence and National Service.

NS Advocate Award for SMEs

In 2022, JAB Design received the NS Advocate Award for SMEs under the Total Defence Awards (TDA), recognising our continued support for National Service as an employer.

We support those who serve.

Supporting NS Together

JAB Design was among the SMEs recognised with the NS Advocate Award for SMEs in 2022. We were proud to be recognised alongside other SMEs that support National Service and our National Servicemen.

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JAB Design listed among the 2022 NS Advocate Award for SMEs recipients

Thank You for Your Service

Our support for National Service has also found expression through our creative work.

For SAF Day, JAB Design provided the art direction and creatives for the “Thank You for Your Service” campaign, which encouraged businesses across Singapore to show their appreciation for National Servicemen.

Participating F&B, retail and other establishments offered special promotions and privileges to NSmen and active NSFs, typically upon presentation of their SAF identification or when visiting in uniform.

SAF Day Thank You for Your Service campaign art directed and designed by JAB Design

Behind the Campaign

JAB developed the campaign from its photoshoot and art direction through to the creative applications used across participating establishments, including posters, wobblers and digital screens.

Bringing the shoot together required careful coordination — from the servicemen and military equipment to our youngest talents. Credit goes to the MINDEF team, who did a fine job making the necessary arrangements and bringing everyone together for the shoot, and to Changi Airport for providing the location.

Working with military personnel and equipment at Changi Airport Terminal 3 presented its own challenges. So did getting the children comfortable enough to give us those wonderfully natural moments — but that was part of what made the shoot memorable.

Our role was to provide the art direction and develop those moments into a warm, human campaign celebrating the men and women who serve.

NSmen WhatsApp Stickers

Our creative support for NS took a rather more informal form too.

JAB Design developed a collection of 80 NSmen-themed WhatsApp stickers, bringing familiar expressions and experiences from National Service into everyday conversations.

Originally made available through NS.sg nka OneNS (www.ns.gov.sg), the stickers are being preserved here as part of JAB’s work in support of National Service.

Download the NSmen WhatsApp Stickers

The complete collection comprises four sets of 20 stickers:

Set 1 → 20 WhatsApp Stickers (Hormat SAF)
Set 2 → 20 WhatsApp Stickers (Kena Sabo)
Set 3 → 20 WhatsApp Stickers (Sign 1206)
Set 4 → 20 WhatsApp Stickers (By Right Cannot)

These are Sticker.ly links. Sticker.ly is free to use for downloading, creating and sharing stickers, with an optional paid Sticker.ly PLUS subscription.

A Little Something for Our NSmen

We also created this We Support NS postcard, giving people a simple way to write a personal message of appreciation to an NSman.

We Support NS postcard designed by JAB Design for National Servicemen

Sometimes, support is expressed through policy. Sometimes, through creativity. What matters is making it meaningful to those who serve.

Interested in working with JAB? If you’re looking to build your career with a team that supports its people — including our NSmen and their National Service commitments — explore careers at JAB Design →

More About What We Do

Our creative expertise spans four core disciplines:

Need help? Drop us an email at info@jab.sg, or connect with us through our contact form.