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Position before pixels
We write the story first — who you are for, what you refuse to be, and the one line someone repeats after meeting you.
The Draft · Singapore · Chin Swee Road
A brand that survives a phone screen
Strategy, story and content made to be seen and remembered — built for founders who care how their brand reads at thumb-height.
ChinCrime is a studio name — a play on Chin Swee Road, where we work from Manhattan House. It is not about crime. We make brand work, not headlines.
Research
Position
Create
Ship
Most brands look fine in a deck and fall apart in a feed. We close that gap — with language, layout and content systems that hold up when someone scrolls past in three seconds.
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Content that earns attention
Editorial craft for social, email and launch moments. No filler posts. Every piece should justify its place in someone's day.
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Systems, not one-offs
Guidelines, templates and tone rules your team can run with — so the brand stays coherent when we are not in the room.
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Made in Singapore
We work with F&B, retail, wellness and B2B teams who sell here first — and need copy that sounds local without sounding lazy.
How we work
From rough idea to shipped brand
Every engagement starts with a draft — a working document, not a pitch theatre. We map what you have, what your audience actually sees, and what needs to change before anyone opens Figma.
Our studio sits above the street on Chin Swee Road. Clients visit for working sessions; remote teams join by video. Either way, you get the same editorial standard: clear decisions, written rationale, and deliverables your team can use on Monday morning.
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Research
Listen and audit
We review your existing brand, competitor language, and the channels where you actually show up — not where a strategy deck wishes you did.
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Position
Find the line
Audience, promise, proof and personality — distilled into messaging that survives a caption, a homepage hero and a pitch deck slide.
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Create
Build the system
Visual direction, content templates, launch copy and editorial calendars — designed to work together, not as disconnected deliverables.
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Ship
Hand over cleanly
Guidelines, asset libraries and a walkthrough with your team. We stay available for retainer support if you want a studio on call.
Capabilities
What we make
Six disciplines. One studio voice. Everything tuned for clarity on small screens and confidence on big ones.
Positioning & narrative
Audience mapping, competitive language audits, brand architecture and the story you tell investors, customers and new hires.
Look & feel
Logo systems, colour and type direction, art direction for photography — a visual language that reads instantly in a grid.
Editorial frameworks
Tone guides, content pillars, template libraries and approval workflows so your team publishes with confidence.
Feed-native work
Launch campaigns, always-on social, and seasonal moments — written and art-directed for the channel, not recycled from a brochure.
Go-to-market copy
Product naming support, packaging language, landing pages and email sequences for the week everything goes live.
Ongoing partnership
Monthly content sprints, creative direction on call, and a studio that already knows your brand when the brief lands on Tuesday.
Selected work
Brands we helped find their line
Recent studio projects across F&B, retail and wellness — anonymised where clients prefer discretion.
Mon – Thu
9:30 – 18:30
Friday
9:30 – 17:00
Studio visits
By appointment · Manhattan House
Response time
Within 2 working days
Common questions
Before you write in
It is a name built from Chin Swee Road — the street where our studio sits in Manhattan House. The "Crime" part is wordplay, not a theme. We are a brand and content studio, not anything to do with criminal activity. We clarify this upfront because the name catches attention, and we would rather explain it honestly than let assumptions sit.
Most founders start with a brand brief — a positioning sprint or a launch package. We send a short questionnaire, schedule a working session, and return a draft direction within two weeks. Read more in our FAQ.
Yes. We work with Singapore-based brands first, but remote collaboration is standard. Time zones across ASEAN and ANZ are fine — we have done it for years.
Ready to draft something worth keeping?
Tell us where your brand is today and where it needs to land. We will reply with an honest read — and whether we are the right studio for the work.