Opportunity: The Chip Eng Seng Group, acquired the Park Hotel at Alexandra and appointed Tangible to help create a new hospitality offer: Momentus Hotels and Resorts. The revamped and rebranded 442-key property is a relaxing sanctuary for business and leisure travellers, featuring a new look for the guest rooms, lobby, and F&B establishments. Momentus Hotel and Resorts ambition is to be at the forefront of delivering innovative and quality tourism experiences.
Insight: The location of the first property was perceived to be challenging (not in Singapore’s Central Business District), so research helped mitigate the issue using our preference driver framework to position the new brand and its service offer.
Result: Momentus Hotels & Resorts has been highly successful in Singapore, transitioning from a new market entrant in 2022 into an award-winning brand. The hotel placed in the Top 1% of TripAdvisor's “Best of the Best” worldwide listings in 2025, based on a massive volume of highly positive community reviews over a 12-month window.
Tangible started with a blank canvas but leveraged the positioning and personality to create the name, identity & suite of Visual & Verbal Core Elements to communicate the Momentus Hotels and Resorts offer. The name ‘Momentus’ is a portmanteau of “Moments” and “Us”. The name articulates the thoughtful, measured and considered personality and the hospitality group’s commitment to becoming the leader in affordable hospitality. An adaptable tagline began with: “Moments with Us” and then morphed into a myriad of relevant promotional taglines such as; Relaxing moments with us, Delicious moments with us, Rewarding moments with us, etc.
A messaging house brought the values to life, and a complete set of template applications communicated every touch-point for the refreshed brand. Tangible then developed the website UX/UI.
Together with the Momentus team, Tangible developed three brand values to guide the behaviour of staff and what it meant to create moments with Momentus. Each value was coupled with examples of excellent service behaviour.
Tangible developed product and service implications to test with both Internal and External Stakeholders. Product and service recommendations were then made at the end of the Discovery Phase of our project.
Tangible developed inspirational mood boards to brief the architects on how the brand personality could be interpreted through Interior Design.
Visit: Momentus Hotels and Resorts
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Tangible Pte Ltd.
5 Purvis Street,
#02-08,
Singapore 188584
+65 6338 6320
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