Brand Relaunch

In support of Marina Bay Sands’ first major brand re-launch since its opening in 2011, Frosty was engaged to contribute to a transformative initiative that marked the debut of a new identity and global campaign—a significant milestone in the resort’s journey to redefine luxury.

In close partnership with the exceptional MBS internal creative and marketing teams, Frosty developed a comprehensive brand system. This included supporting typefaces, a refreshed color palette, photography direction, and graphic design applications across a wide range of consumer touchpoints. Pentagram was responsible for the new wordmark and logo design along with the “Above Beyond” brand message.

For the global brand campaign, we collaborated with acclaimed Canadian director Celine Song on video and Shanghai-based fashion photographer Nick Yang for still imagery. 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.