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Student Expedition to Thailand
- Singapore Management University student expedition and community service project in Chiang Mai, Thailand, from 8 to 29 July 2002.
Groundbreaking for City Campus
- Minister of Education Teo Chee Hean addressing the crowd at the groundbreaking ceremony for Singapore Management University's permanent city campus at Bras Basah. KNTA Architects (Singapore) and Edward Cullinan Architects (Britain) were awarded the design of the academic buildings and public open spaces. Photo taken on 27 March 2002.
Groundbreaking for City Campus
- Members of Singapore Management University, Edward Cullinan Architects (Britain) and KNTA Architects (Singapore) at the groundbreaking ceremony for SMU’s campus at Bras Basah. KNTA Architects and Edward Cullinan Architects were awarded the design of the academic buildings and public open spaces. Photo taken on 27 March 2002.
Student Expedition to Thailand
- Singapore Management University students with students and teachers from Num Baow Luang School in Chiang Mai, Thailand. SMU students took part in an expedition and community service project in Thailand from 8 to 29 July 2002.
Singapore Expo Exhibit
- Singapore Management University at the Singapore Expo Education Exhibition, a student recruitment fair, circa 2002. Left to right: Provost Tan Chin Tiong, Minister for Trade and Industry George Yeo, Director of Corporate Communication Sharon Tan and President Ronald Frank.
Business School
- The business school at Singapore Management University’s interim campus at Bukit Timah. Photo taken on 17 March 2002.
School of Economics and Social Sciences Construction Site
- The construction site for Singapore Management University’s School of Economics and Social Sciences. View from the intersection of Bras Basah (lower right) and Bencoolen (lower left) looking towards Orchard Road. Photo taken on 27 November 2002.
Preserving Trees at City Campus
- When possible, Singapore Management University preserved the mature trees at the city campus construction site. Several trees were removed and re-planted after construction was completed, while others were conserved in their original location. In this photo taken on 28 July 2002, a crane lifts a tree from Bras Basah Park before construction begins.
Open House 2002
- Provost Tan Chin Tiong (right) explaining the plans for Singapore Management University's upcoming city campus to Chancellor Lim Kim San. They are at the university's open house at the Bukit Timah campus on 23 March 2002.
Singapore Expo Exhibit
- Singapore Management University’s booth at the Singapore Expo Education Exhibition, a student recruitment fair. Photo taken circa 2001.
Outward Bound
- Freshmen teambuilding camp for incoming Singapore Management University undergraduates. Photo taken at Outward Bound Singapore, Pulau Ubin, circa 2002.
Ho Rih Hua Lecture: Senior Minister Lee Kuan Yew
- Audience at an address by Singapore’s Senior Minister Lee Kuan Yew. He gave the inaugural address, entitled An Entrepreneurial Culture for Singapore, at Singapore Management University's Ho Rih Hwa Leadership in Asia Public Lecture Series. The lecture series presents the views of entrepreneurs, business and political leaders from within and beyond the Asia-Pacific region. Photo taken at Suntec City Convention Centre on 5 February 2002.
Preserving Trees at City Campus
- Preparations to conserve and remove a tree from Singapore Management University’s city campus construction site. Several mature trees growing in Bras Basah Park were removed and re-planted, while other trees were conserved in their original location. Singapore’s National Museum can be seen in the background. Photo taken on 28 July 2002.
Federal Building
- The Federal Building at Singapore Management University’s interim campus at Bukit Timah. Photo taken on 17 March 2002.
Manasseh Meyer Building
- Looking across the upper quadrangle to the Manasseh Meyer Building at Singapore Management University’s interim campus at Bukit Timah. Photo taken on 17 March 2002.
Groundbreaking for the Evans Road Building
- Examining a three-dimensional model of Singapore Management University’s city campus, left to right, Provost Tan Chin Tiong, architect Ted Cullinan, President Ronald Frank, Chairman Ho Kwon Ping and Minister of Education Teo Chee Hean. Photo taken at the groundbreaking ceremony in Bras Basah on 27 March 2002.
Manasseh Meyer Building
- The entrance to the Manasseh Meyer Building at Singapore Management University’s interim campus at Bukit Timah. Photo taken on 7 March 2002.
Eu Tong Sen Building
- Entrance to the Eu Tong Sen Building at Singapore Management University’s interim campus at Bukit Timah. Photo taken on 7 March 2002.
Patron's Day 2002
- Singapore Management University Patron and Singapore President S R Nathan (centre) and SMU students at Patron’s Day 2002. President Nathan presented awards to students who showed excellence in sports, cultural and social activities. The event was held at SMU's Bukit Timah campus on 11 January 2002.
Open House 2002
- Demonstrating the teaching and learning experience in a seminar-style classroom. Singapore Management University's open house was held at its Bukit Timah campus on 23 March 2002.
Open House 2002
- One of many student activities on show at Singapore Management University's open house at its Bukit Timah campus on 23 March 2002.
The Jumping Student : the inaugural set of branding advertisement that makes SMU unique
- Launched in 2002, The Jumping Student marked SMU’s first major advertising campaign and boldly introduced the message that “We’re different.” At the time, the University had begun its journey as a business school, hence, the tagline “SMU. We mean business.” The inaugural advertisement featured our students Mr Ng Peng Fong, Ms Marina Rumi Ibrahim and Ms Elsie Lin doing handstand, jumping and back bend respectively. The campaign stood out in the local tertiary landscape, as no other institution had previously undertaken such a striking branding effort. Earlier advertisements in the sector were largely informational. In contrast, SMU’s campaign featured a large, dynamic image of a student captured in bold pose, paired with a confident, attention-grabbing tagline. Running alongside the advertising campaign was a proactive media engagement strategy. The University regularly pitched student stories to the media—at least two each week—and invited journalists to experience the SMU difference firsthand by attending classes held in small, interactive classrooms. The campaign communicated SMU’s distinctive pedagogy, flexible curriculum, and broad-based educational approach, positioning the University as one that nurtured creative, confident, and articulate graduates. This messaging resonated strongly with the wider community, including employers, parents, and prospective students, who were excited by an approach that stood apart from traditional norms. It was the led by Ms Sharon Tan, who join SMU in 2002 as the Director, Corporate Communications. She played a key role in shaping the reputation and brand identity of the young university with the defining ‘SMU, we are Different’ campaign. The marketing campaign, together with a strong media strategy, successfully engaged key stakeholders of the university and cemented the bold and dynamic profile of the university.
Mongolian Prime Minister Visits
- Singapore Management University hosts an entourage of education, business and manufacturing leaders from Mongolia. In centre, from left to right: Mongolian Prime Minster Nambaryn Enkhbayar, Singapore Minister for State for Health, Environment and Transport Balaji Sadasivan, and SMU President Ronald Frank. Photo taken on 11 October 2002.