The project, handled by Ukulele, involved a full brand audit, perception study, positioning strategy and new strategic roadmap for the brand, which had previously existed under the Singapore Airlines brand umbrella.
SATS has now launched a new corporate identity and logo, along with environmental signings/architecture at Changi Aiport, new livery and transportation vehicles, and new collaterals -- including print and online.
"The new SATS brand ideology reflects the human affinity and it is reflected in the brand promise 'One with you'," said Ukulele managing director Kim Chun Wei. "The biggest manifestation of the branding exercise was ultimately seeing SATS adopting a completely new brand identity, with its own distinct vibrant orange colour, and a new brand tagline after beaming the SIA 'bird' logo for many decades."
SATS has existed for two decades, but the liberalisation of Singapore's ground handling industry has introduced competition from the likes of Swiss Port and CIAS. The company has also retained Gavin Anderson.
SATS banks on human touch for new brandingBy Arun Sudhaman
Singapore Airport Terminal Services, better known as SATS, has unveiled an ambitious new brand repositioning as part of on attempt to better define the human aspect of its multinational offering.
