SIA: Welcome to World Class
Worldwide SIA campaign to rebrand SIA as world class
2022-2025
Welcome to World Class is an award winning campaign comceptualized and managed by TBWA Singapore team. Welcome to World Class serves to elevate the SIA brand and a world class airline, through a number of key mediums and platforms, from online to offline. This is an ongoing campaign and the page will continue to evolve as we build more content series, where we are already at Season 2.
Design
The use of SIA brand colors, choice of fonts, copywriting, iconic batik design, down to the interactions are designed purposefully to bring out the key visuals best, and to ensure that the page is dynamic and lively, as well as exudes an elegance of world class.
Note
The Experience Design Team was involved in building a microsite for the evergreen campaign. This initial campaign started off an a one-ff, but eventually rolled out 3 updates due to overwhelming responses to the stories of the cabin crew.
I worked closely with our Strategy, Creative and Copywriting teams to best bring out the essence of World Class that the campaign was aiming for.