Taking flight. A departure from Singapore Airlines.
Overview   As the region’s leading provider of gateway services and food solutions, Singapore Airport Terminal Services (SATS) faced a critical challenge after 60 illustrious years of sustained success. With Singapore’s liberalisation of the ground handling sector in 2005, SAT’s dominance in Singapore was challenged by the emergence of Dnata and Swissport. 2009 saw the official divestment of SATS from Singapore Airlines as there was a growing need for the subsidiary to compete more effectively.

Challenge   More than just a catering division of Singapore Airlines since its inception, SATS is today a regional leader in total gateway services and food solutions. With presence in more than 40 airports in Asia and growing, the brand needed to move out of the shadow of its parent (Singapore Airlines) and establish itself more distinctively, and better serve its aviation and food solutions customers. It needed a unifying message to crystallise its core businesses and integrate it service propositions. Basically, it needed a clear brand positioning model to better reflect its domain leadership and evolved business model.

Solution   The SATS brand was repositioned, elevating it from mere ground-handling services to powerful stewardship of its airline partners and customers. Along with the new brand positioning, the articulation of a new brand promise, “One with You”, fostered affinity amongst the 12,000 employees and the tens of thousands of lives it touches every single day. The first subsidiary to ‘break away’ from the Singapore Airlines family, it was a historical milestone as a new logo identity was conceptualised, introduced and implemented across all brand experiential points at airports around the world. The new brand roadmap, together with its visual identity system was first unveiled across a 3-day brand culture symposium at the SATS auditorium and was attended by hundreds of stakeholders and partners.

Brandscope   │ • Brand Analytics and Discovery • Brand Audit and Advisory • Brand Positioning Strategy • Brand Blueprint • Brand Identity Development • Brand Communications • Brand Touchpoints Management • Brand Systems Integration • Brand Culturalization