The challenges & opportunities
How do we communicate Singapore Airlines’ growing brand portfolio and weave this into the investment brand narrative?
How does this Singapore brand icon link its story to the nation’s 50th birthday and its own 70th Anniversary balancing heritage with innovation?
Throughout the three consecutive years that we have journeyed with Singapore Airlines, we have conducted performance and sustainability report benchmarking with airline industry peers as well as best practice reports. This has helped identify opportunities to enhance the content strategy and structure of the Singapore Airlines investment brand.
Mapping A Clear Path Forward
In 2015, we subtly brought Singapore’s 50th birthday festivities – SG50 – into Singapore Airlines’ 2015 report, linking the nation and the airline by promoting Singapore Airlines as an iconic Singapore brand, and the Singapore Girl as a definitive representation of the island city-state. Our theme? The Path of Progress – a strong, succinct interpretation of the evolution that both Singapore and its flag-carrier airline have undergone over the last few decades.
An evolving investment brand narrative
Singapore Airlines’ investment brand narrative plays out over series of thematic spreads. In 2015 these celebrated the strengths of the brand against milestones in the development and growth of both the airline and the nation itself. For 2016, the narrative shifted to the strategic initiatives Singapore Airlines had implemented in Strengthening A Position of Leadership. And in 2017 the present was juxtaposed with the past in Celebrating 70 years of Excellence.
Refined Performance Reporting
Having communicated Singapore Airlines’ progress, next we needed to communicate its portfolio strategy. To reach that destination, we created a new section in the brand’s reports, titled Portfolio at a Glance and featuring new content.
We also finessed how content was presented throughout Singapore Airlines’ performance report, refining navigation and segmentation of content in line with industry best practices. We designed key statistics and data to be easy to read and navigate; strong information visualisation made the content much more engaging than before. At the same time we ensured the refined and sophisticated visual language of the Singapore Airlines brand remained firmly on course.