Boutique hotel group · three neighbourhoods

Client. Three-property boutique group in Tanjong Pagar, Joo Chiat, and Robertson Quay. Shared loyalty programme, distinct neighbourhood characters, dated identity that collided on booking channels.

Challenge. Refresh the group mark without flattening property personality. Coordinate signage, key cards, OTA listings, and staff uniforms across a twelve-week window while two properties stayed fully operational.

What we did. Group positioning plus property-level tone guides. Master identity system with neighbourhood colour accents. Phased launch: staff packs first, then guest-facing channels, then exterior signage. Weekly one-page memos instead of standing status calls.

Deliverables. Group and property logos, signage mock-ups, key card art, OTA template kit, photography direction, staff briefing packs, guest email templates, archive bundle for compliance.

Outcome. All three properties moved to the new identity within the programme window. One spa menu redesign was deferred and noted in the close memo. Case details are anonymised; property names and metrics are not published.

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