DIA Brands appointed to revitalise Immigration and Checkpoints Authority – Singapore’s Visual Identity System

DIA Brands has been appointed following a competitive pitch to develop a revitalised visual identity system for the ICA.

This award is preceded by an earlier tender in 2017 where DIA was awarded the project to revitalise and reposition the ICA brand. For a period of 12 months, DIA worked closely with ICA to understand the organisation and its various functions, propose brand strategies that addressed key issues and develop a brand roadmap.

Through immersion into the intricacies of the ICA brand, DIA crafted a new brand strategy which was then represented by the refreshed ICA crest.

“DIA is delighted and honoured to have the opportunity to partner ICA again in its endeavour to strengthen its brand both internally and externally. Our previous phase of work had included comprehensive stakeholder engagement and research, followed by establishing new brand strategy and refreshed identity. We are now excited to bring it all to life in this next phase. We are confident ICA will be seen as a formidable force that truly strives to live to its promise of securing our borders and safeguarding our home.” Pooja Dixit, Strategy Director.

“The Immigration and Checkpoints Authority is a key pillar of Singapore’s Home Team and the vanguard of Singapore’s borders and national identity. DIA’s earlier immersion for twelve months during the strategic brand development phase has held us in good stead to develop a deep understanding of ICA’s brand world and its role in the ecosystem in which it exists. We are pleased to be re-appointed to this next exciting phase of ICA’s brand journey,” said Dinesh Sandhu, Managing Director DIA.