EZ-Link Singapore appoints Superunion to craft its refreshed brand strategy and visual identity

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EZ-Link Singapore appoints Superunion to craft its refreshed brand strategy and visual identity

Singaporean brand, EZ-Link, has appointed global brand agency Superunion to develop a refreshed brand strategy, visual identity and positioning.


The new look will better reflect the brand’s personality and connect more meaningfully with consumers.

Today EZ-Link is not only a transport payment system, but a way of life for Singaporeans, meeting many of their payment needs such as ERP charges, shopping, dining and government services. The rebranding aims to refresh the brand, demonstrate the changes that EZ-Link is going through and reposition itself as more than just a card for commuters with its digital transformation.

Superunion was selected by EZ-Link based on their strong record of collaborating with organisations in a state of transformation. With a focus on upstream strategic and creative thinking, as well as strong experience with several of Singapore’s local gems such as FairPrice, SGX and Carousell, Superunion were best placed to give the EZ-Link brand renewed meaning for its next wave of mobility solutions in Singapore and beyond.

Nicholas Lee, CEO, EZ-Link commented, “The EZ-link card and its supporting system have been evolving significantly over the years from a traditional, card-based model to a digital-centric ecosystem. The rebranding aims to direct attention to greater convenience, rewards and many other exciting benefits that our transformational journey is unleashing. We look forward to harnessing Superunion’s experience and expertise to create a brand congruent with our digital transformation journey.”

Ambrish Chaudhry, Managing Strategy Director, Superunion Singapore said, “Partnering with the EZ-Link brand at this pivotal moment in their strategic growth ambitions is a privilege for our team. A true icon of Singapore; as we help the brand prepare for a fast changing future, it is incumbent on us to retain and build on the elements that have ingrained EZ-link in the hearts of all Singaporeans. Watch this space!”