KrisFlyer brand guardianship 2022-2024
With KrisFlyer, experiences are miles better.
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As the rewards programme of the SIA Group, KrisFlyer upholds the high standard of service and benefits the Singapore Airlines mother brand is known for.
KrisFlyer Style Guide
brand identity & brand guardianship 2022-2023
From 2022-2024 I've had the privilege of being part of the brand identity refresh of KrisFlyer, evolving from just a loyalty programme into a lifestyle and rewards programme.
Although I may not have been the one to see through this piece of work from the very beginning, I've had the privilege of making all the necessary revisions and additions to the style guide from its launch to its current version to date under the guidance of Germaine.
credits
ACD Art
Germaine Chen
Designer
Vania Limantara
style guide
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brand motif guidelines
brand motif as designed for Formula 1 Singapore 2023
brand motif development
KrisFlyer Crest
brand identity & brand guardianship 2023
The KrisFlyer Crest was a brand motif inspired by the KrisFlyer Experience Portal. It's used in a tessellation to carry the brand look and feel.
Designed for the brand to use in occasions when imagery isn't available or suitable for social, digital, print or OOH spaces.
creative process
Usually a brand identity project such as this one may take months of exploration and development. Although this project had a priority deadline for the Formula One 2023 event. Designs for the interior walls were needed to embellish a room reserved for KrisFlyer members during the event. And so we did not have as much luxury of time to truly explore the breadth of options beyond what is presented below.
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However, this project did not come to fruition officially as part of the brand style guide and future use for reasons I am unable to disclose.
credits
ACD Art
Germaine Chen
Copywriter
Jeng Yi Sow
Designer
Vania Limantara
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KrisFlyer National Day Promotion
tactical campaign 2023
With Singapore's National Day just around the corner, KrisFlyer was looking to front their promotional period of August 2023 with a key visual that showcases their four pillars of Dining, Travel, Shopping and Adventure with a tie back to Singapore in its messaging.
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In collaboration with a local illustrator, we've developed an illustrated piece that embodies both KrisFlyer and our Singaporean heritage.
creative process
The initial ask had been very simple where KrisFlyer needed a key visual to front this National Day promotional period. The only mandatories were to include the mention of its 4 pillars of Dining, Travel, Shopping and Adventure.
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In addition to checking off the boxes of the mandatories, we've elevated this project further beyond just a tactical piece, conceptualising a stronger tie back to Singapore's heritage using a peranakan shophouse to contain representations of the 4 pillars in a cohesive manner. We've also partnered with @nikkei.dex knowing that she's the right fit to bring this to life as she's done illustrations showcasing Singapore's iconic landmarks.
In this project I had been part of the creative process from conceptualisation all the way until its execution and rollout.
edm masthead
key visual development
credits
ACD Art
Germaine Chen
Copywriter
Jeng Yi Sow
Timothy Ong
Art Director
Vania Limantara
Joy Cheong
Illustration
@nikkei.dex | Instagram
Production
EG+ Singapore
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KrisFlyer Spontaneous Escapes
key visual refresh 2023
Spontaneous Escapes is a yearly miles redemption programme under Singapore Airlines and KrisFlyer, promoting tactical offers to selected destinations.
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In 2023, I designed a new set of 12 monthly key visuals for the programme.
2023 key visual development and adapts
2023 key visuals
creative process
The first set of key visuals under the refreshed KrisFlyer branding was done in 2022 with a simple execution of the lockup placed over beautiful images invoking a sense of wanderlust.
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For 2023, we wanted to do something different by introducing a visual device and refining the existing lockup to better fit the refreshed key visual designs.
credits
ACD Art
Germaine Chen
Art Director
Vania Limantara
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Kris+ Logo Refresh
brand identity 2020
SIA was launching a new one-stop lifestyle app beyond just travel, and to expand its reach to include both KrisFlyer members and the general public that do not usually fly with Singapore Airlines.
Users of the new app would get access to partner merchant privileges, referral promotion codes and instant rewards within categories like dining, events, and transport.
credits
Creative Director
Jimmy Neo
Junior Designer
Vania Limantara
Senior Designers
Cheng Tze Tzuen
Ong Kah Yong
final logo design
logo design development
creative process
As this was a completely new offering from the Singapore Airlines Group, there was a lot of creative liberty in our explorations with minimal mandatories ensuring that it looked a part of the family of offerings under SIA.
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In this particular project I was also working with an Art Director and Copywriter duo for the overall concept as well as naming conventions.
I've had the opportunity to work with Tzuen to kickstart the project, although I was unable to see through this project til the end, due to the reallocation of resources. After the initial conceptualisation round I did with Tzuen, he and Kah Yong subsequently took over for further development and execution.