Retail Branding

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

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.

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.

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.

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

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. ”