Sensitivity & authenticity
The brand’s sensitivity to cultural and Islamic religious practices required the creation and design of an authentic headscarf (a hijab or tudung) to match the existing front-line employee uniforms. Initial research identified the variety of ways in which the headscarf is worn across Southeast Asian countries. This informed an inclusive guide on how SATS female Muslim employees might embrace the new corporate wardrobe addition.
Engaging & empowering
Created with different levels of employees and users in mind, and incorporating user feedback into our design process, the solution is a distinctively stylish headscarf, subtly branded to complement the existing employee uniforms. And, by building a sense of personal pride through employee engagement and involvement in the journey, the SATS employer brand demonstrates its cultural diversity as it empowers people across the region.
Welcomed by the community
In a welcome development for Singapore’s Muslim community, Singapore’s Prime Minister Lee Hsien Loong announced in his National Day Rally Speech on 29th August that female nurses in the public healthcare sector will be allowed to wear a tudung with their uniforms should they want to from November 2021.