Singapore Good Design 2015

SG Mark – SG50 Special Edition

The Challenge

The Changi Airport Group was formed to better manage the transition of Singapore’s airport from government to a commercial business and to develop it as a global air-hub. At the same time, it was to grow its business as a provider of development and management capabilities to airport owners and operators worldwide. The challenge is for it to move away from purely operational mindset to embrace a much more customer centric culture.

The Insight

Extensive research revealed that more than being an efficient manager of travel operations, Changi played a critical role in connecting people, business and commerce on a daily basis and fulfilling the aspirations present in every journey. This resulted in a new focus for all airport functions expressed in a new purpose ‘Connecting Lives’.

The brand promise expresses the idea that every individual and each journey is unique, and this further crystallised into an employee value proposition that was cascaded to all levels of operation and translated into service-quality initiatives for Changi’s 30,000 workers.

All these are embodied in a vibrant brand identity system applied across the airport’s operations.

The Impact

The new brand promise and identity was successfully implemented across the airport and resulted in a return to No.1 Global ranking for Changi across all service metrics. In 2012, Changi was awarded Singapore’s first Service Medallion by Prime Minister Lee Hsien Loong, three years after the launch.