Saphire (PT Angkasa Pura Solusi) is a subsidiary of PT Angkasa Pura II since November 2011, aiming to be the most premium brand of on-airport service with exclusive privileges for a limited number of travel-minded people. However, in the course of its ongoing journey to achieve its goal, Saphire faced tight market competition, the shift in consumer taste, and low recognition of the brand Saphire itself.

Milestone was trusted to deploy an effective rebranding to establish and strengthen Saphire’s new image and identity. Extensive research was done to creatively develop a fresher brand identity and a stronger tagline along with its accompanying marketing collaterals to accurately convey what Saphire truly offers.