Services
Brand design
Employer branding
Sectors
Aviation
Transportation & logistics
Location
Kuala Lumpur
Singapore
Services
Brand design ,
Employer branding
Sectors
Aviation ,
Transportation & logistics
Location
Kuala Lumpur ,
Singapore

Adding a headscarf to the SATS brand wardrobe

As the SATS ground services operation expands beyond Singapore through a joint venture with AirAsia in Malaysia, an opportunity arose to complement the existing customer service uniforms with a headscarf and to demonstrate sensitivity to local cultural and religious practices.

Our initial research into Islamic countries in Southeast Asia and beyond, identified the range of ways in which the headscarf (sometimes called the hijab or tudung) is worn. This helped establish that, as SATS Ground Services will be operating in the ASEAN region, the style of headscarf needed to reflect the culture and practice in Southeast Asia.

We then identified the design criteria for this interesting challenge:

1
1

Functionality

Comfort and ease of movement

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2

Appearance

Neat, stylish and on-trend

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3

Brand & Corporate

Colour system for different levels (Passenger Services and Duty Manager)

Our team conducted a study of the SATS Passenger Services uniform to understand the style and colour as well as the need to differentiate between different levels of staff. We also reviewed several types of materials typically used for headscarves in order to make an informed recommendation.

With the creative direction set, we then explored different permutations of how the headscarf might be worn, illustrating different style options for the Passenger Services and Duty Manager headscarves, and using a combination of colours and patterns to reach a final recommendation.

The solution is a distinctively stylish headscarf design, one that complements the existing SATS uniform, builds a sense of personal pride in the people wearing it and demonstrates the SATS brand’s cultural sensitivity as it travels across the region.

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