Opportunity: 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.
Insights: 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.
Results: Since opening in mid-2026, the property has seen strong, steady demand. The university designed the facility specifically to accommodate the roughly 8,000 to 10,000 overseas academic visitors and executive program participants who visit the campus annually.
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.
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.
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’.
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.
Visit: The Ridge, NUS Campus Hotel
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Tangible Pte Ltd.
5 Purvis Street,
#02-08,
Singapore 188584
+65 6338 6320
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