Experia
Hospitality & Leisure Branding: Strategic events that influence leadership for nations, societies and industries
Singapore Airshow & Events (SAE) sought to create a new corporate brand to reflect its diversification beyond its origins as the organiser of the highly successful Singapore Airshow. Experia specialises in conceptualising, creating and curating trade events of strategic interest that spur industry development. Experia brings together captains of industries from all over the world to inspire ideas and influence decisions that move the needle in strategic issues for global, national and societal needs and progress. Experia also manages the Changi Exhibition Centre, a world-class and multi-purpose venue that offers businesses one of the most versatile integrated locations for large-scale events in Singapore.
The new brand signalled the businesses 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.
