The Carlton Hotel is Singapore’s only independently owned hotel, and is the second largest hotel in terms of the number of rooms. With the launch of a new wing in 2010, the hotel approached DIA to reposition the hotel and align its image and communications accordingly.

DIA crafted the essence, “Best of Singapore”, as the hotel reflects everything that is good about Singapore – it is the country in microcosm. This idea is supported by the hotel’s physical location, which acts as a hub of all the activity that happens in Singapore; it is physically at the crossroads of convergence and divergence.

The brand identity supports the idea of convergence and divergence, and the representation of a star in the identity is important because of the connotation of ‘being the best’. The star is also aspirational; it is bright, can act as a beacon, and is therefore directional. This links nicely to the idea of the hotel’s central location. The brand also takes its symbolism from grains of rice. There are important references to trading and the hotel’s location in Bras Basah, a Malay name that literally translates to ‘wet rice’. Secondary references also link to the fact that rice is international; it’s a staple food across the world, and it has a lovely connection to the Chinese greeting “Have you eaten yet?” As Singapore is famous for its food, this imagery of rice also fits with the brand’s essence, the ‘Best of Singapore’.