With increasing focus on its food related businesses and acquisition of many local and international food companies, SATS faced many challenges in trying to align and unify the brand across its gateway services and food divisions.

In light of the new developments, DIA was asked to review the SATS brand positioning, brand architecture and portfolio, naming and identity, with the objective of building a strong brand representative of its strengths in both gateway services and food solutions.

The SATS identity was created as a bold and iconic mark of excellence that communicates with simplicity, clarity and authority. The focus is the circle that symbolises SATS’ global ambitions and represents the seamless and reliable service that its businesses constantly provide. The warmth of the crimson expresses the organisation’s passion and commitment to continually delight and exceed its customers’ expectations. DIA designed the look and feel for the company’s new visual communication materials, and conducted internal alignment workshops for all key staff on the new brand and its implementation.