Connect@Changi / Brand Identity
— Brand Identity
— Creative Direction
Overview
Connect at Changi needed a brand identity that could feel both intuitive and intentional - professional but human, international yet distinctly Singaporean.
We anchored the identity around a clean, abstract “C” symbol designed to subtly resemble both an airplane's flight path and a welcoming gesture. Paired with a modern, rounded typeface and a palette led by royal blue, the brand evokes calm, trust, and movement.
Approach
We took a modernist approach to structure and usability. The icon was built to scale across digital and physical touchpoints, and the system supports both horizontal and vertical lockups with precision spacing guidelines.
Typography was kept neutral yet legible with Avenir, while color psychology informed the choice of blue. Signifying calm, order, and universal approachability. Charcoal grey was added to ground the palette and balance warmth with clarity.
The brand guidelines were designed to be modular and expandable - a living document that can grow with the space and its audience.
Results
Connect at Changi now has a clear, scalable identity system that feels globally fluent and locally relevant. The logo stands strong across signage, screens, and applications, while the color and type system keeps the experience consistent and calm.
It’s a brand built to move. Designed for travelers, hosts, and every moment in between.
