Signalling Scale

for SATS Investment Branding

An immersive investment brand experience for an aviation industry pioneer

SATS is Asia’s leading provider of Gateway Services and Food Solutions and has in recent years invested in a smarter way of operating a labour-intensive, operationally complex business in an era of disruption and digitisation. Our role was to develop an integrated investment branding solution for SATS that communicated its transformation story, signalled its future-ready capabilities and leveraged digital reporting opportunities.

The Challenges and Opportunities

1

Communicate the scale and stature of the business as it expands into adjacent opportunities and travels to international markets.

2

Create a narrative that balances the hardware (technology, knowledge and productivity) with the software (people, experience, passion and service).

3

Develop an interactive digital microsite that engages and immerses investors and stakeholders.

Having worked closely with SATS for five years on multiple strategic branding assignments in addition to its performance reporting, we have developed a detailed understanding of the business model and established a clear investment brand identity.

The narrative we created for this year’s Performance Report focused on enabling growth and the thematic messaging showed the scale of SATS operations as a gateway services operator. This story of scale was further reinforced by an international map depicting SATS’ regional hubs.

Working closely with the SATS team to ensure consistency across both their offline and online collaterals we created an immersive investment brand experience through the development of a dedicated one-page microsite featuring a series of time lapse videos capturing the scale of SATS ground handling and passenger services operations at Changi Airport.

As well as the final site output we also developed the site structure and flow, including all moving components which animate on page load or following interaction to make the site feel dynamic, such as subtle hover animations, animated images and figures, content fading in as the user scrolls and interactive pinpoints.

As part of the previous year’s interactive report we developed and filmed a five-minute Chairman and PCEO Statement video enabling SATS to connect on a more personal level with its audience. The process involved, art direction, script writing and visualising key statistics and statements, in the form of animated infographics, to enhance and bring the online statement to life for use on the microsite and across other digital collaterals.

Watch full statement video

We worked closely with the SATS team to plan both the structure and flow of the 2016 and 2017 responsive microsite’s and statement video, whilst also ensuring brand and messaging consistency across the developed digital and print collaterals.

We also helped SATS create its inaugural sustainability report, collaborating on the content strategy, structure and editorial design. The sustainability report was published in a dynamic pdf format that aided navigation and storytelling around SATS three sustainability pillars.

In an era of disruptive digitisation SATS has pioneered in many ways. Through the implementation of this year’s responsive interactive microsite, which formed part of a larger integrated solution, and by leveraging video and motion graphics, we are proud to have partnered with SATS in creating an immersive investment brand experience.

“The agency understood the SATS investment brand narrative right from the start. They captured our story and applied it consistently across key touch-points, helping us raise the bar through an interactive digital report with video and animated content. The team also worked with us to make our AGM experience more engaging to investors.”

Carolyn Khiu, Vice President, Public Affairs & Branding | SATS Ltd
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