Rising over the spectacular, glittering waterfront of the island city of Singapore, Marina Bay Sands represents the pinnacle of luxury hospitality. Designed by Safdie Architects, the integrated resort encompasses three iconic towers with a hotel with approximately 1,850 rooms, capped by a garden SkyPark and the world’s most breathtaking infinity pool. The property also includes an ArtScience Museum, a state-of-the-art theater, a convention center, and exhibition halls, and an exceptional array of shopping and dining, set against a backdrop of public parks and greenery. A stunning success since its opening in 2010, Marina Bay Sands has become a global icon of Singapore and the defining element in the city’s skyline.

Marina Bay Sands is now reaching a significant milestone in a US $1.75 billion revitalization that is designed to elevate every facet of its guest and hospitality experience. As part of the transformation, Pentagram and the Marina Bay Sands brand team have developed a new brand vision. A new brand message of “Above Beyond” celebrates the timelessness, spirit, and energy of Marina Bay Sands, building on its legacy and repositioning the resort as a new standard of luxury.

The visual identity & brand architecture was developed in partnership between Pentagram. The Pentagram designers, led by partner Michael Gericke, collaborated closely with leadership at Marina Bay Sands, including Chief Marketing Officer Irene Lin and Brand Vice President Sorcha John.

The branding conveys refined modern luxury with a timeless elegance, rooted in Singapore’s culture, with a contemporary Asian sensibility.
 
At the center of the new brand vision is an elegant wordmark with letterforms shaped to express the graceful curves and lines of the iconic architecture. The vision incorporates Marina Bay Sands’ symbol––a distilled visual representation of the building’s distinctive silhouette. 

“Our new master brand has been a massive but critical undertaking as we chart a new direction that embraces the ever-evolving needs and aspirations of the modern traveller of today,” says Irene Lin. “ ‘Above Beyond’ embodies our ambition to uplift Marina Bay Sands not only as a global cultural icon but to position the integrated resort as a game-changer in the luxury hospitality industry.”

Upon the completion of the brand identity and strategy, creative and design studio Frosty developed a comprehensive brand system in tandem with Marina Bay Sands internal creative team. This included supporting typefaces, a refreshed colour palette, photography direction, and graphic design applications across a wide range of consumer touchpoints.

The global brand campaign, created by Marina Bay Sands and Frosty in collaboration with acclaimed director Celine Song for film and Shanghai-based fashion photographer Nick Yang for still imagery, represents the true creative ambition of this bold transformation. Expressing the new brand world in a disarmingly sensitive way, the campaign is uncharacteristic of the tropes of the hospitality category. Teased through platform-specific social content and launched with an on-site global press event, the campaign rolled out simultaneously across all owned, earned, and paid media channels.