Tangible worked with CES Hospitality / CES-ARIVA Hospitality (a Chip Eng Seng Group subsidiary) to position and name the new Hotels & Resorts brand. Our process involved modelling and testing positioning, personality and brand architecture scenarios with different stakeholders.
The result ensured management made informed decisions, including the preferred name for the offer.
The launch of Momentus Hotels and Resorts was announced in September 2022, with the first property in Singapore’s Alexandra Road (formerly Park Hotel). The 442-key property is a relaxing sanctuary for business and leisure travellers looking for a base to explore.
Tangible started with a blank canvas but leveraged the positioning and personality to create the name, identity & suite of Visual & Verbal Core Elements to communicate the Momentus Hotels and Resorts offer. The name ‘Momentus’ is a portmanteau of “Moments” and “Us”.
The name articulates the thoughtful, measured and considered personality and the hospitality group’s commitment to becoming the leader in affordable hospitality. An adaptable tagline began with: “Moments with Us” and then morphed into a myriad of relevant promotional taglines such as; Relaxing moments with us, Delicious moments with us, Rewarding moments with us, etc.
A messaging house brought the values to life, and a complete set of template applications communicated every touch-point for the refreshed brand. Tangible then developed the website UX/UI.
Together with the Momentus team, Tangible developed three brand values to guide the behaviour of staff and what it meant to create moments with Momentus. Each value was coupled with examples of excellent service behaviour.
Tangible developed product and service implications to test with both Internal and External Stakeholders. Product and service recommendations were then made at the end of the Discovery Phase of our project.
Tangible developed inspirational mood boards to brief the architects on how the brand personality could be interpreted through Interior Design.