Breathing life into airports around the world
Overview   A public-listed company of the Singapore Stock Exchange, Pteris Global is the world’s 4th largest global integrated airport logistics systems provider. From Baggage Handling, In-flight Catering to Air Cargo Handling systems, the Asia’s No.1 airport logistics engineering brand has breathed life into some of the best international airports around the world. It has successfully completed more than 150 projects in more than 40 countries, spanning across 6 continents.

Challenge   Inter-Roller Engineering, as it was formerly known, was faced with immense pressure from global competition . Three decades of exponential global growth had meant that its business model had evolved tremendously – Its stature beyond Singapore as a global player, its growing footprints across 40 countries, its leading brand of total solutions beyond traditional engineering know-how, as well as its growing number of employees around the world. There was a clear divide between its business model and how the brand was behaving. Inevitably, the disparity soon resulted in brand erosion and fragmentation across different markets.

Solution   Ukulele was called in to re-align the brand across the globe and quickly put in place a brand infrastructure to cement its world leadership as Asia’s No. 1 premier airport logistics solution provider. Engaging internal and external stakeholders, partners and airport authorities in gateway cities in Asia, a rigorous process was carried out to successfully transcend the brand beyond its functional roles as systems integrators, providing traditional engineering and design services. Importantly, we rediscovered the gem of Pteris’ larger existence and brand belief in creating enduring partnerships and breathing life into airports around the world. Along with the introduction of the new name ‘Pteris’ came a new positioning doctrine - Harmony In Motion, a corporate identity reflecting the brand’s deeper dimensions, and a full corporate and marketing brand systems that galvanises all its brand interaction points globally.

Brandscope   │ • Brand Discovery & Analytics • Brand Engagement • Brand Positioning Roadmap • Brand Naming • Brand Identity Development • Corporate and Marketing Communications • Brand Visual Systems