Singapore Airshow & Events (SAE) sought to create a new corporate brand to reflect its diversification beyond its origins as an organiser of the highly successful Singapore Airshow. This new brand would signal its aspiration of becoming a leader in organising world-class, signature events across a variety of sectors. Articulated through the idea of “leadership through events that influence”, this became the foundation for developing a new brand-name, its communications & future organisational initiatives.
Marketing & Communications
A new brandname – Experia – was created, combining the word “experience” with the Latin for “expert”. Reflecting its business of staging experiences, the new name also reinforced its “experience” in organising world-class events. A verbal identity & visual communications system was created to project an image of a reliable & experienced partner. The Experia website was developed to showcase & promote its growing portfolio of events, with content features that reinforce its positioning as a leader of influential events.
People & Culture
We engaged staff in a workshop where they learnt about the new brand’s implications on the organisation & generated ideas for signature initiatives. A Brand Book, Video & Sales presentation were developed to support the brand’s roll-out.
Products & Services
A brand architecture was defined, preserving existing event brands such as the Singapore Airshow, while introducing Experia as a corporate & endorsing brand. A menu to categorise & present its current & future events was created.