In Singapore, over 3 million folks a day journey through taxis, buses and trains – and lots of of those hyperlinks are owned by transport behemoth ComfortDelGro (CDG). In brief, CDG is synonymous with getting across the metropolis. However by 2019, market share was being eroded because of sturdy competitors from new-economy tech platforms like Grab and Gojek. To prime it off, when the COVID-19 pandemic hit, folks hunkered down at residence much more.


CDG got here to R/GA with a possibility; how may they not simply adapt, however level the best way ahead? Starting with taking a look at actual folks’s behaviour, R/GA uncovered a core perception – Singaporeans really feel like they know all there may be to know of their 42 sq km island and are searching for new alternatives to thrill of their metropolis and discover issues to do collectively.

This offered a much bigger alternative – to create a genre-defining way of life & mobility platform that would drive discovery by bringing collectively CDG’s huge transport community and integrating it with the town’s way of life meals and expertise choices. But they wanted a enterprise, model and product to deliver all of it collectively.


Introducing Zig, Singapore’s first ever built-in mobility and way of life platform. Think of it as a brilliant app delivering every thing wanted to assist folks get pleasure from metropolis life – rideshare, meals supply, meetups, restaurant bookings and extra.

Zig was constructed totally from scratch by R/GA’s multidisciplinary method to consulting, analysis, design and know-how. R/GA developed the enterprise, model, expertise, product and tech stack based mostly on rigorous analysis, agile design and client testing. All to reach at an intuitive platform constructed totally round present and newly forming client behaviours.

The concept

Conceptually, every thing about Zig – from enterprise to model to product – is constructed upon a key concept, Be Moved. It grew to become the start line for verbal and visible design, with the title Zig chosen for its sense of meandering motion that conveys discovery.

The model shifts between two basic methods folks journey – they ‘zig’ or they ‘zag’. In different phrases, they both need to transfer, or they need to uncover.

People zig once they’re seeking to get from A to B as rapidly and simply as attainable. At these moments the model expression dials again and the main target turns into merely getting you the place you must go. Simplified, utilitarian and to the purpose, the model turns into easy and fast, with a graphic system that actually vizualises a journey, whereas icons and infographics characterize locations alongside the best way.

People zag once they’re seeking to discover and be impressed. This is when the model pulls on extra emotive levers, turning into extra expressive, with a brilliant and interactive visible identification and extra inventive and interesting language. The app itself turns into gamified, playful and dials up delight with illustrated Zigfluencer characters that encourage folks to maneuver and uncover new locations.

In a world the place high-growth start-ups and tech giants are disrupting the previous methods of doing enterprise, Zig reveals how legacy companies with an holistic method to model, perception and know-how, can nonetheless be on the forefront.

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