Salttworkshop, Royston Phang, Singapore
Brand Story Film, Behind-the-Scenes, Process
The Challenge: Working with SALTTWORKSHOP, led by designer and educator Royston Phang, the goal was to create a brand story video that reassured parents about woodworking workshops for children. Woodworking can appear risky or intimidating for parents, especially when tools are involved, and choosing the right enrichment class among many options online can be challenging.
The video needed to answer two key concerns:
Is the workshop safe and well-supervised?
Who is the person guiding my child?
By addressing these questions through storytelling rather than marketing claims, the film aimed to help parents understand Royston’s values, teaching approach, and commitment to safety — allowing them to feel confident about enrolling their children.
The Strategy: The storytelling approach began with Royston sharing his personal perspective as a father and creator. By highlighting how woodworking has influenced his own family and creative philosophy, parents could relate to him not just as an instructor but as someone who understands the importance of nurturing growth and curiosity in children.
A documentary-style format captured real workshop moments: children drawing ideas, hammering and assembling pieces, and experiencing the satisfaction of creating something with their own hands. These scenes demonstrated the learning process and independence that woodworking encourages.
Safety was communicated visually and contextually. Rather than explaining procedures in detail, the film showed structured guidance and supervision — kids using tools with support, clear instructions, and an environment designed for learning. Parents could observe the balance between creativity and care.
The narrative concluded with subtle scenes of parental involvement and observation, reinforcing trust and transparency. The message was clear: the workshop is a space for growth, creativity, and safety.
The Outcome: The brand story video provided parents with a deeper understanding of SALTTWORKSHOP’s philosophy and teaching environment. Seeing Royston’s approach and the workshop experience helped reduce uncertainty and build confidence in the program.
Shared on social media, the film became a valuable tool for explaining what the classes offer beyond technical woodworking skills — independence, creativity, and hands-on learning. Parents could visualise the experience and understand how children are guided through each step in a safe and supportive way.
The content also opened opportunities for broader engagement and collaboration. With a strong brand narrative in place, SALTTWORKSHOP could explore new initiatives such as young adult programs and team-building workshops, expanding the community and impact of the brand.
Ultimately, the project demonstrated that storytelling builds trust. By showing real experiences and values, rather than relying on promotional messaging, audiences connect more deeply and confidently with the brand.
