The Ridge, NUS Campus Hotel
Campus Hotel Branding: The Ridge at NUS
NUS approached Tangible after construction started on a new 185-room executive accommodation offer, located in the heart of the NUS Kent Ridge Campus. Comparable to a mid-tier business hotel, the opportunity was to create a destination brand for guests attending academic programs and events.
Tangible’s research tested everything from psychographic profiles, preference drivers, positioning & personalities to naming preferences. We discovered that 80% of the target audience fell into two profiles who are looking for functional convenience. Research also revealed the preferred personality and name. ‘The Ridge - NUS Campus Hotel’ will be launched in the first quarter of 2026.
Marketing & Communications
The practical personality shaped everything from the name to the Visual & Verbal identity. ‘The Ridge – NUS Campus Hotel’ was the most effective way to communicate the offer and the context. What followed was an homage to the Swiss School of design simplicity. Tangible developed communication templates, signage, the website, an activation plan, together with an image library and video for the launch of the property.
People & Culture
Tangible developed both the uniform design and brand values to help shape the brand delivery. ‘We focus on convenience’, ‘We care about detail’, and ‘We maximise your time’ became the mantra for the brand delivery.
Products & Services
Tangible created the naming protocol for the two distinctive styles of rooms and the different categories of room types. The ‘City’ and ‘Botanic’ Rooms have distinctive design styles, reflective of their names. Rooms categories were either ‘Deluxe’ or ‘Premier’, and Suites were either ‘Signature’ or ‘Executive’.
Spaces & Places
To bring the brand to life in the physical environment, Tangible extended The Ridge’s identity through signage systems, hoardings, and wayfinding. The practical, logical and rational personality is clearly reflected in the no-nonsense signage system.
