BBH Singapore redefines employee experience with wearable values

The ‘Second Skin’ project saw the agency turn the employee handbook into a rain coat

Nicola Kemp

Editorial Director Creativebrief


How do you ensure that your employees live and breathe your agency culture? BBH Singapore has stepped up to this challenge by creating raincoats which double up as employee handbooks.

Designed in collaboration with Laughing Tiger, the raincoats have been designed to push utilitarian design beyond its limits, with every panel designed to serve a purpose, encapsulating vital information for both new and existing team members.

BBH's 10 guiding principles are stitched inside the left-hand inside pocket of the coat. While a custom inner pocket holds a BBH notebook, perfectly situated for capturing ideas on the fly.

Subtle nods to mental wellness policies and resources are embedded in the clothing care labels. While scannable codes strategically placed throughout the raincoat lead employees to all the tools they need. These include a comprehensive leave application guide and the curated office Spotify playlist. A hidden day off also awaits discovery within the seams for BBH Singapore employees.

Designed for BBH Black Sheep, Second Skin has an inky-black nylon façade, a custom oversized silhouette, and handcrafted touches, including embroidery and fabric patches. The entire design was crafted over a six-month prototyping period.

Sascha Kuntze, Chief Creative Officer at BBH Singapore, explained: “In designing Second Skin, we aimed not only to shield our team from Singapore's rainy seasons but to provide a tangible expression of our commitment to innovation and creativity. This is more than a garment; it's a testament to our philosophy. Second Skin is a fast-track pass to our culture: Difference that makes a difference driven by creative irreverence.”

The coat is an innovative example of the power of ensuring company values live in more than just a positioning document.

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