People often view art gallery as high brow and think that art and creativity only reserved for the artist, designer and crafter. While the truth is that it is actually open for everyone to participate, enjoy, explore and grow. Everyone has an innate art, but it takes practices to discover and build. The rebranding concept is to help people to discover their inner artist by encouraging them to interact with various brand materials and see how creative expression can be for everyone, to help discover and build their child-like curiosity and interest for creative experimentation and art.

Singapore Art Museum (SAM) is housed in a restored 19th-century church-liked institute, which was established in 1867. Aside for its art curation, SAM is well-known for its well-conserved architecture building as well. SAM focuses on international art practices specializing in South-east and Asian art that are shaped by various distinctive art-making approaches and practices from pioneering artists, emerging practitioners and mid career artists. It co-curates and presents contemporary art exhibition through its collection and collaboration with various other international art museums to help nurture the public with wider variation of art inspiration. Its aim is to inspire and expand public's aesthetic, cultural, and visual awareness through contemporary art exhibition, education and public programmes.