EZ-Link picks Superunion to reposition itself as more than just a card


EZ-Link has picked Superunion to develop a refreshed brand strategy, visual identity and positioning. The new look aims to better reflect the brand’s personality and connect more meaningfully with consumers.

Additionally, the rebranding intends to 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 based on its strong record of collaborating with organisations in a state of transformation, according to the press statement. Superunion not only has "strong experience" working with several local companies such as SGX, FairPrice and Carousell, but also focuses on upstream strategic and creative thinking. As such, the agency was "best placed" to offer the EZ-Link brand renewed meaning for its for its next wave of mobility solutions in Singapore and beyond, the press statement added.

CEO of EZ-Link Nicholas Lee said the 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," Lee said.

Ambrish Chaudhry, Superunion Singapore's managing strategy director, said partnering with the EZ-Link brand at this "pivotal moment" in its strategic growth ambitions is a privilege for the 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!” he added.

Earlier this year, EZ-Link partnered with Malaysia’s multi-application e-purse Touch 'n Go to jointly develop a dual currency Combi Card that will allow users to pay for urban mobility in both Malaysia and Singapore. Targeted for launch in the fourth quarter of this year, the card will host electronic wallets from both platforms.

(Photo courtesy: 123RF)