Case Study: National University of Singapore achieves a destination campus hotel brand with Tangible Pte. Ltd.

National University of Singapore launches The Ridge with Tangible for 8,000–10,000 annual visitors

The National University of Singapore (NUS) approached Tangible Pte. Ltd. with the challenge of creating a destination brand for its new 185-room executive accommodation facility, which was under construction. The goal was to effectively brand this mid-tier business hotel to serve the thousands of overseas academic visitors and executive program participants arriving on campus annually.

Tangible developed a comprehensive branding solution grounded in research, which shaped the name 'The Ridge', a practical visual identity, and a brand mantra focused on convenience. The solution included marketing materials, a website, wayfinding systems, and room naming protocols. Since its opening in 2026, the property has experienced strong and steady demand, successfully meeting NUS's objective to accommodate its target audience.

National University of Singapore (nus)