Genting Singapore

Brand Framework
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Genting Singapore

Genting Singapore is a global gaming company and one of the world’s leading integrated resorts specialists.
The task was to re-align the Genting brand architecture (which was never implemented) in order to identify
and demonstrate a family of interlinked offerings before a full suite corporate identity system is developed.
This framework enables the management to understand how each sub-brand assets are connected with a
one singular brand communications platform that would promote and unify the company’s service offerings.
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Client: Genting Singapore
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