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SMRT Strides and Stellar Brands

End-to-end digital support for Singapore’s biggest name in public transport

Client overview

SMRT Strides (formerly SMRT’s commercial division) operates some of Singapore’s most recognisable transport and lifestyle brands, including Strides, Stellar Lifestyle, and Stellar Ace.

The partnership

Our collaboration began in 2016, when our team won the tender to develop the first WordPress site for Strides, which at the time was focused on private hire and premium bus services.

This initial project marked the start of a long-term partnership that would expand significantly over a decade to the present day.

Our scope quickly grew to include:

  • Website development and hosting
  • Social media setup and management for brand launch
  • Cross-channel advertising campaigns to introduce Strides to the Singapore market

As Strides evolved, so did our work. We supported the digital needs of newly launched divisions and rebrands, including:

  • Strides International (Engineering & Rail)
  • Strides Mobility
  • Strides Digital
  • Charge+ (EV Charging)
  • Strides Premier – a merger of Strides Taxi and Premier Taxi

Stellar Lifestyle & Stellar Ace (incl. Wink+) – the Group’s leasing, retail and advertising arms. Across all these, we provided:

  • Full website development and hosting
  • Ongoing digital security, compliance, and uptime management
  • Coordination with multiple internal management teams
  • Seamless evolution of digital infrastructure as the business scaled

The Latest Project: Stellar CMS

Our most recent milestone is the development of Stellar CMS, a powerful custom content management system built on Payload. It now powers:

Stellar Lifestyle
Stellar Ace

This CMS integrates securely with internal systems for:

  • Retail and advertising space management
  • Customer and lead engagement
  • Marketing automation
  • Real-time dashboards for partners and retailers

Results & highlights

  • Nearly a decade of uninterrupted uptime and compliance
  • Scalable infrastructure supporting evolving needs
  • Custom-built enterprise-grade CMS tailored to the client’s ecosystem
  • Consistent digital support for one of Singapore’s largest and most complex mobility groups

We deliver.

Let’s talk.

Toby Burrows

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