Year: 2021

Brief: This was done during my internship at DDB Tribal Worldwide under the iShopChangi account. The interns were given the task to develop ideas for the Changi Shopping Concierge (CSC) logo.

Context: Since its inception in 2013 by Changi Airport, iShopChangi has grown from strength to strength, as it strives to cater to online-savvy passengers even before they step foot in the airport. From the comfort of their homes, travellers can leisurely scroll through the website’s expanding selection of 14,000 products from 500 brands, stretching across categories that include beauty, fashion, alcohol, and electronics – all at tax and duty-free prices.     

CSC takes it up a notch by introducing services such as being able to enquire or get personalized recommendations through Whatsapp and a complimentary home delivery service.


Approach: Monograms are good for brand recall and have a timeless appeal. They are an important brand anchor, which can be used to display heritage. That sentiment of creating something bespoke is ageless and defines luxury.   

To revamp their brand image due to the changing media landscape. Luxury brands that choose to do so often change their logos and opt for a minimalistic look by using a sans-serif font. This shift intends to communicate a change in the brands’ core image: from the fussiness of old-world luxury to a fresher and simpler ethos. At the same time, the logos retain some hints of tradition by using elongated letters (that ‘tower over’ all else), and block capitals (that recall the voice of authority).