Knowing the destination inside out and immersing guests in local
insider experiences have been the modus operandi for World Express since
its inception, but the Singapore-based destination management company
wants to bring this vision into sharper focus as it embarks on a new
chapter of growth with a renewed vision and a refreshed image.
As the DMC - one of Singapore’s oldest and most established
- celebrates its 55th year of service this year, World Express
undertook a comprehensive rebranding initiative spanning a new website
and logo to reflect the legacy company’s evolution while staying true to
its core values and heritage.
Whether they are leisure or MICE groups, World Express aims to
immerse guests in the unseen layers of Singapore, offering them a
journey that transcends tourism to make them feel like insiders, rather
than tourists.
Teaming up with local design studio Practice Theory, the new logo
features a geometric arrangement of five rectangles forming an abstract
'W'. This design symbolises both the pulse of Singapore's cultural beat,
which World Express remains steadfastly connected to, and a sense of
upward movement, echoing the 'Express' in its name and its dedication to
progress.
Further reinforcing the notion of travel as a portal, the five
individual rectangles represent the diverse routes that the Local
Insider uncovers for every guest. From hot spots to undiscovered realms,
World Express’s identity is anchored in this ethos of being a trusted
guide into portals of parts yet to be discovered.
World Express' well-honed destination expertise is also reflected in
its redesigned website, featuring imagery that draws from an insider’s
view of Singapore. The improved website offers a user-friendly interface
and streamlined navigation across its core leisure, cruise and MICE
services with enhanced functionality to provide visitors with both an
informative and yet delightfully immersive experience.
The redesigned website showcases World Express's destination
expertise through imagery that offers an insider's view of Singapore.
With a user-friendly interface and streamlined navigation, the website
provides visitors with informative and immersive experiences across its
leisure, cruise, and MICE services.
“The new website and logo was the result of a brand refresh project
we undertook following a period of reflection and adaptation as we
emerged out of the Covid-19 pandemic. This refreshed ethos underscores
World Express’ commitment to offering guests unparalleled access to
authentic and immersive experiences, as curated by local experts who
possess deep-rooted knowledge and insights into Singapore,” said Darren
Tan, managing director of World Express.
“We recognised that our expertise lay in our core pillars; the
leisure, cruise and MICE segments and we strengthened our capabilities
in these areas in terms of our people, our knowledge and our solutions.
As the local insider, we offer our clients the advantage of our
experience and our special relationships with local businesses and
attractions.”