Services
Design
Experiences
Employer Branding
Sectors
Aviation
Transportation & logistics
Location
Kuala Lumpur
Singapore
Services
Design ,
Experiences ,
Employer Branding
Sectors
Aviation ,
Transportation & logistics
Location
Kuala Lumpur ,
Singapore

Adding a headscarf to the SATS brand wardrobe

Purpose driven

SATS is Asia’s largest gateway services operator with a purpose-driven brand and a sustainable business strategy. With its passenger services operations extending throughout the region through joint ventures, an opportunity arose to demonstrate the inclusivity of the SATS employer brand.

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.

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