New universities can struggle to cultivate a sense of belonging among their students, especially with multiple satellite campuses, as we have across Singapore. However, our move to a new centralised campus in spring 2025 has sharpened our minds to strengthening this all-important aspect of university life. The good news? Much of what we’ve done so far can be applied to any setting, from scattered campuses to unified spaces.
Establish strong orientation branding with student involvement
Orientation plays a critical role in shaping students’ early impressions. One simple yet effective approach was the development of a consistently branded orientation experience co-created with students by maintaining the same logo, event names and overall programme structure each year. With this, orientation becomes more than just a rite of passage but a shared memory. It creates lasting mindshare and fosters community among students, reminding them of their early days at the institution and their warm welcome into the community.
- Developing an effective orientation programme for families and friends
- Welcome events make the transition to hybrid
- How can universities ensure all new students feel welcome?
Final-year students and alumni often return to support these signature events, further strengthening the ties across cohorts. Even seemingly small elements, such as similarly branded merchandise, serve as visual cues that connect all students across levels to their entry into university life, a reminder that they are part of a larger whole.
Institutional identity: more than just a logo
A strong institutional identity is about more than just visuals, it is rooted in shared values and lived experiences. Clearly articulating these values helps students find purpose beyond academic achievement. However, values must be actively reinforced through campus life, not merely documented in brochures. For instance, activities that reinforce these values, such as community service projects for incoming students, help students connect with a purpose-driven community from the very beginning.
If there ever is a unique opportunity to build an institutional identity from the ground up, seize it! As an example, we co-created a mascot named OTi, designed by a student, which became a recurring, friendly presence in communications and events, from matriculation to graduation. OTi is not just a regular resourceful and communal otter, but also encapsulates the university’s spirit in its name: Overcoming Through Innovation. For many students, OTi became a symbol of the university’s presence throughout their academic journey, a constant, friendly reminder that the institution stood by them every step of the way. The broader lesson here is that identity-building doesn’t need to be top-down. Inviting students to co-create that identity fosters genuine connection.
Extracurricular activities as anchors
The power of extracurricular activities to build community is often underestimated. Encouraging students to lead and participate in activities outside the curriculum fosters connections among students who might not otherwise interact.
Recognising the developmental value of these activities makes a real difference in promoting participation. Through interest-based clubs, cultural groups or volunteer organisations, students gain transferable social and professional skills. A framework that acknowledges and reinforces this value helps students develop a strong sense of identity and purpose, allowing them to feel seen and appreciated. It is also important to ensure strong staff support for such activities, with a low staff-to-club ratio that enables timely guidance and sufficient resources, empowering students to shape their own communities.
Safe spaces and psychological well-being
Belonging is not only about celebrations and shared activities. It is also about feeling safe to be yourself. Investing in confidential counselling, peer support networks and student-led diversity initiatives creates space for students to express themselves and be heard.
One particularly impactful initiative involved student advocates facilitating open discussions on sensitive topics such as identity and inclusion. Maintaining open channels of communication between student leaders and university administrators has also helped build trust and transparency.
While we developed these strategies within a distributed campus setting, they are not limited to such environments. Their true strength lies in their ability to build bridges across programmes, disciplines and student backgrounds. As the university prepares to relocate to its first centralised campus, these initiatives provide a solid foundation for deepening community ties in shared physical spaces.
Ultimately, it is not about grand gestures but about consistent, inclusive practices that ensure every student feels they are part of something greater than themselves.
Asmidah Ong is manager and Darren Tan and Duane Ong are senior managers at the Office of SITizen Experience, Singapore Institute of Technology.
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