Retail Branding
Retail Branding
Retail Branding
Retail
Branding
Changi Airport Group
Changi Airport Group
The Brief
How do we position Changi's retail as a place where shoppers can feel at ease to explore new experiences, with personalized interactions and thoughtful service?
Opportunity
It’s a Treat to Be Loved.
Who doesn’t want to be loved? At Changi love manifests in many shapes, sizes and moments. It comes in the form of an unexpected extra - a massage before or after a long-haul flight/ transit. It comes as a sweet gesture - dessert for a family to linger on after a special dinner.
It comes as some of the best products, services and rewards, carefully procured with the consumers and passengers interests at heart. At Changi, the retail experience goes beyond the transactional.
Polish Your Polish
Changi Airport Group
Changi Airport Group
Workday—a leader in enterprise software—is building the systems that will shape the workplace of tomorrow, while advancing AI and machine learning in exciting new ways. As they redefine the industry, both the brand and company have reached a major turning point. With this shift came a need to sharpen their message, clarify what makes them stand out, and set a clear path for the brand’s future.
The Brief
How do we position Changi's retail as a place where shoppers can feel at ease to explore new experiences, with personalized interactions and thoughtful service?
Opportunity
It’s a Treat to Be Loved.
Who doesn’t want to be loved? At Changi love manifests in many shapes, sizes and moments. It comes in the form of an unexpected extra - a massage before or after a long-haul flight/ transit. It comes as a sweet gesture - dessert for a family to linger on after a special dinner.
The Brief
How do we position Changi's retail as a place where shoppers can feel at ease to explore new experiences, with personalized interactions and thoughtful service?
Opportunity
It’s a Treat to Be Loved.
Who doesn’t want to be loved? At Changi love manifests in many shapes, sizes and moments. It comes in the form of an unexpected extra - a massage before or after a long-haul flight/ transit. It comes as a sweet gesture - dessert for a family to linger on after a special dinner.
The ambition
We aim to represent 'Treat' on an emotional level—evoking a sense of fleeting yet meaningful connection that makes every moment at Changi Retail feel special, establishing it as a truly unique destination.
We brought this vision to life by collaborating with award-winning photographer Dean Alexander, whose renowned 'Hong Kong Cool' campaign captivated us with its fresh, bold aesthetic. His creative approach offered an experience far beyond anything the ballet world had seen before, perfectly aligning with our desire to push boundaries.
Executive Vice President, Commercial Changi Airport Group
Lim Peck Hoon
Executive Vice President, Commercial Changi Airport Group
The ambition
We aim to represent 'Treat' on an emotional level—evoking a sense of fleeting yet meaningful connection that makes every moment at Changi Retail feel special, establishing it as a truly unique destination.
We brought this vision to life by collaborating with award-winning photographer Dean Alexander, whose renowned 'Hong Kong Cool' campaign captivated us with its fresh, bold aesthetic. His creative approach offered an experience far beyond anything the ballet world had seen before, perfectly aligning with our desire to push boundaries.
“ There is much value in this ‘strategy’, with it being cost-effective and convenient. At the same time, it creates play opportunities that are imaginative and encourages everyone to get active and stay active. ”
The ambition
We aim to represent 'Treat' on an emotional level—evoking a sense of fleeting yet meaningful connection that makes every moment at Changi Retail feel special, establishing it as a truly unique destination.
\We brought this vision to life by collaborating with award-winning photographer Dean Alexander, whose renowned 'Hong Kong Cool' campaign captivated us with its fresh, bold aesthetic. His creative approach offered an experience far beyond anything the ballet world had seen before, perfectly aligning with our desire to push boundaries.
“ There is much value in this ‘strategy’, with it being cost-effective and convenient. At the same time, it creates play opportunities that are imaginative and encourages everyone to get active and stay active. ”
Credits:
Credits:
Photographer:
Photographer:
Photographer:
Dean Alexander
Dean Alexander
Dean Alexander
Creative Director:
Creative Director:
Creative Director:
Loo Yong Ping
Loo Yong Ping
Loo Yong Ping
Senior Writer:
Senior Writer:
Senior Writer:
ShangHao Chen
ShangHao Chen
ShangHao Chen
Junior Art:
Junior Art:
Junior Art:
Dinie Fahmie
Dinie Fahmie
Dinie Fahmie
More works
More works
