Every organisation runs on internal processes that keep things moving behind the scenes. They are important, structured, and often stored in long documents that not many people enjoy reading.

For Sport Singapore (SportSG), one such process was its governance framework for digital assets, a guide on how teams should plan, build, and launch websites. While essential for ensuring quality and consistency, it faced a common challenge: people cannot follow what they do not understand or remember.

SportSG recognised this early. Instead of enforcing rules, they wanted to empower their teams. They needed a clearer and more intuitive way to help everyone embrace the framework, not avoid it.

Reframing a Process as a Story

At Mashwire, we believe clarity doesn’t have to be dull. We’ve built our reputation on something we do exceptionally well, which is making boring information interesting for both consumers and internal stakeholders.

So instead of producing another handbook or flowchart, we asked a different question:

What if governance did not feel like a process, but a story?

From that question, a creative direction was born. We developed personable characters, warm expressions, and lighthearted moments. Each character represented a familiar voice within SportSG — the eager newcomer, the curious colleague, the experienced guide, and the subject matter experts who appear at just the right time.

Turning Complexity Into Something Human

Internal processes often fail not because they are complicated, but because they feel disconnected from real work. Our goal was to bridge that gap.

By using character-driven storytelling, we replaced heavy instructions with conversations, diagrams with scenes, and jargon with simplicity, distilling the entire governance process into a memorable mnemonic to help teams recall the steps instantly. 

Our consumer-first approach has allowed us to engage and hold the attention of everyone we communicate with, whether B2B, B2C, or internal teams. By understanding how people think, what they respond to, and what captures their attention, we can turn even the driest content into something engaging.

A Shared Language That Sparks Alignment

What came to life was more than a comic. It became a cultural touchpoint. Teams began referring to the characters, quoting lines, and remembering the framework more naturally than before. The visuals became mental anchors. The light humour made the topic feel less heavy. The shared story strengthened understanding across departments.

The True Impact: When Internal Communication Feels Human

The success of this project was not measured in views or clicks. It was felt through better alignment, clearer understanding, and smoother collaboration. The framework no longer felt like another procedure to follow. It became something that helped everyone work better together.

Most importantly, it became something people wanted to read, instead of something they were required to.

A Reminder That Storytelling Works Everywhere

Our work with SportSG reinforced something we hold strongly at Mashwire. Storytelling isn’t only for public campaigns. It can transform technical content, internal guidelines, B2B communication, and anything else that needs people’s attention. When something complex is given a human voice, people do more than follow it. They remember it. They understand it. And they act on it.