Corporate Identity

Multi-Brand Identity Guidelines Refresh

This was a comprehensive brand-standardisation project that covered nine NTUC Club brands across hospitality, leisure and lifestyle. The goal was to create clearer, more consistent visual systems for use across print, digital, social, events and environmental graphics.

I audited the existing guidelines and campaign materials, then refined standards for logos, colour, typography, imagery and layout. Each system was improved without losing the individual personality of the brand.

The refreshed guidelines are now used by internal teams, designers and production partners as practical references for campaign development and quality control.

Branding Guides

Reviewed and refined the brand identity guidelines for 9 business units, strengthening visual consistency, usability and practical application across print, digital, social, events and environmental communications. Brands included:
Downtown East, D’Resort, Wild Wild Wet, Market Square, MICE, My Golf Kaki, My Wine & Dine Kaki, UPlay & UClub

Sale Kits

I also developed supporting sales kits that translated the refreshed brand identities into practical, presentation-ready materials for sales engagement, stakeholder communication and business development.

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