When the Women Leadership Foundation asked us to design the gifting experience for the ASEAN Women Economic Summit 2025, we embraced a bigger vision. We wanted to transcend transactional gifting and nurture emotional impact—a case study where design, values, and community converge.
This was not simply about making beautiful objects. It was about crafting meaning, honoring quiet leadership, and amplifying stories that deserve to be told.
Concept: Uplifting Women Who Work Beyond the Spotlight
Our concept wasn’t invented—it emerged through reflection.
The event’s visual brief featured three powerful terms: women, leadership, economy. We knew this had to speak to the leaders at the summit—but we also felt a deeper thread: leadership exists beyond titles, and economy extends beyond profit.
We asked:
Who are the women contributing to the economy through silent labor, caregiving, or craft—without recognition or visibility?
That insight shaped our concept:
Uplifting the Unseen Women in the Economy.
From the moment we conceived this idea, it became our guiding north star. Every decision, design choice, and production method was reframed through this lens.
Bringing Identity to Life: From Poster to Pattern
All we initially received was the event poster—a vivid design composed of bold florals, dynamic colors, and a human silhouette.
But we saw something more. We saw a visual story begging to be told beyond digital ink.
So we translated that poster into a signature textile pattern. We preserved the essence—the blues for professionalism, the oranges for warmth, the florals for growth—and reinterpreted them into a fabric that would unite the summit’s visual language.
That fabric became omnipresent:
- Tote bags carried by delegates
- Lanyards worn during registration
- Pouches and holders passed during sessions
- Uniform vests worn backstage
- Even plants and fabric backdrops incorporated into the venue
It created a subtle emotional thread: each tactile interaction reinforced the summit’s identity, without saying a word.
Every Gift a Metaphor: Common Items, Deeper Purpose
We selected objects with intention.
Our aim was not novelty. It was resonance.
Stone Paper Notebooks
A notebook made without trees. Lightweight, waterproof, tear-resistant. It became a symbol of durability—like the women we wished to honor.
Infinity Pencils
Solids of graphite, designed never to run out. A quiet metaphor for ongoing impact.
Coffee Fibre Cups
Crafted from grounds discarded every morning—turned into vessels of possibility. They reminded us that value can exist in overlooked places.
Bamboo Power Banks & Solar Fans
Tech with soft edges. Renewable, portable, and sustainable. They spoke to the idea of energy—both literal and metaphorical.
Cork Accessories
Simple. Sustainable. Tactile. They brought sensory warmth and silent dignity to everyday use.
Round Wooden Gift Box
For ministers and VIPs. Circular. Tactile. Bold. When Tengku Zafrul held it on stage, it wasn’t just a box—it was a statement about intentional leadership.
Each item was a piece of the narrative—a chapter of the summit’s story, handcrafted into form.
Handmade, Heartmade: The Women Behind Every Piece
We chose not to source from factories. Instead, we committed to work with women whose labor is usually invisible—single mothers, retirees, community artisans.
These women assembled, stitched, cleaned, and packaged over 1,200 pieces—often from home, balancing children, caregiving, and purpose.
Some nights, we filmed children asleep beside moms who were sewing pouches. Others, we listened as artisans described the pride of contributing to an ASEAN summit, despite not attending. For many, it was income. For others, it was validation.
To honor them, we created “The Stories Within”—cards inserted into each gift describing the maker’s name, journey, and message. And we produced a 90-second documentary showing scenes of daily life and craft—hands at work, smiles, quiet resilience.
This wasn’t marketing. It was acknowledgment. It was saying:
We see you.
The Moment of Recognition: Minister Tengku Zafrul’s Endorsement
One of our most meaningful moments arrived unexpectedly—when Tengku Datuk Seri Utama Zafrul, Malaysia’s Minister of International Trade and Industry, held the round wooden box on stage.
He shared a photo on social media. No captions, no scripted PR—just a powerful visual: a national leader holding something handcrafted, symbolic, and heartfelt.
That moment amplified our message beyond the event. It said the invisible is important. The quiet matters. And design can amplify compassion.
Designing for Longevity: The Thoughtful Uniforms
When initial uniforms proved out of budget, we found possibility in constraint.
We transformed the idea into custom vests from the summit fabric—sleeveless, lightweight, and wearable beyond the event. We avoided printed logos and designed wooden enamel pins as detachable branding—leaving the vest reusable and respectful of resources.
This design decision embodied our philosophy: purpose over permanence.
The result? Volunteers wore their vests long after the event—and shared stories of pride, belonging, and everyday sustainability.
What Unseen Matters Stands For
We’re a Malaysia-based studio specializing in story-driven, sustainable gifting. We believe every gift can:
- Tell a story
- Honor people often overlooked
- Align with brand ethics
- Reflect deep values
We work with brands that seek not just branding—but meaning, community, and long-term resonance.
Ready to Write Your Own Story?
If you’re planning an event, launching a product, or telling a brand story—and want your gifting to share soul—📱 Contact us via WhatsApp – 60102009150
Let’s collaborate on experiences that matter, messages that move, and gifts that grow.