Children’s Aid Society’s New Brand Image

Children’s Aid Society’s New Brand Image

2019 is a special year for Children’s Aid Society (CAS), one that embodies progress and transformation.

While sharing the nation’s joy of the momentous Bicentennial, CAS also celebrates our rich heritage of 117 years of serving the nation and community. Through Singapore’s nation building journey, CAS has remained committed to serving the young and vulnerable, supported thousands of homeless and street children, as well as child abuse victims needing protection from harm and healing of psycho-social wounds.

CAS believes in building on this commitment and has chosen to dedicate resources and reserves that were prudently accumulated over the years, into strengthening our work to meet the community’s evolving social needs and address the growing social issue of child abuse and neglect in Singapore.

Hence, we are proud to announce that CAS has launched our second service, Melrose Care, which is a community-based counselling & psychotherapy centre located at Woodlands (Blk 557 #01-63 Woodlands Drive 53) that provides specialist therapies for children, youth and families, such as Art Therapy & Play Therapy as well as psychological assessment and treatment.

In addition, CAS is excited to share a refreshed brand image to celebrate this significant milestone in our charity’s development.

This new brand image is a contemporary re-imagination of CAS’s logo of 117 years, with brackets that represent the open, nurturing arms of a caregiver and the open space to signify room for growth. We are very pleased to journey on with our new brand image and will be officially using our new logos in all communications and branding collateral from 1 September 2019 onwards.

We will continue to share more exciting news in the weeks and months to come as we settle into our new service and brand image. For more information, please visit:

Melrose Home:
Melrose Care:

Credit: Egg Creatives Pte Ltd – Thank you for the creativity and amazing help with this rebranding initiative!