EZ Links
Where Little Wins
An EZlink transport card is found in the pocket of 80% of Singaporeans and is a national icon that many associate with childhood. But transport technology is now something that many other cards and payment systems can offer, so EZLink needed to find a way beyond transport to continue to live in the hearts of Singaporeans.

EZLink is moving into the world of micro-payments, each offering a small reward. It won’t change your life but these little victories accumulate to put a smile on your face with a free bubble tea or complimentary bus ride.
“For the past 18 years, EZ-Link has been a trusted local brand and an integral part of many Singaporean’s daily lives. However, a lot has changed since we launched the first EZ-Link card almost two decades ago. Consumers’ lifestyles have evolved and the world is set on its path to a digital future. Alongside Singapore’s Smart Nation aspirations, we must also strengthen our digital ecosystem to serve Singaporeans beyond transportation. Our upgraded EZ-Link Wallet is a part of this ongoing effort, and we’re looking forward to introducing more initiatives over time.”
– Mr Nicholas Lee, Chief Executive Officer, EZ-Link.
Transform Asia: Silver
2019. Creative Director. Superunion. Singapore.
The updated identity speaks to the generations before and leaves no one behind. The joyful stripes illustrate the speed and ease of the accumulation of rewards. 
The simple visual system is constructed from equities from the brand’s past but points very much to the future
The new brand centres around the idea ‘Where Little Wins’ to underscore the brand’s mission of eliminating the hassle and enabling possibilities for customers in the little moments across their daily lives. It appeals to Singaporeans of all ages and origins.

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