Creating a landmark brand that honours National Service and brings Singaporeans together.

Rising on Singapore’s iconic Marina Bay waterfront, NS Square is a new national landmark that honours the service of National Servicemen while bringing Singaporeans together through celebration, recreation, learning and community. DIA was privileged to lead the strategic branding of this landmark project—from research and brand strategy to identity development and implementation—helping shape a brand that will inspire generations to come.

The Opportunity

The transformation of The Float @ Marina Bay into NS Square presented a rare opportunity to create the brand for one of Singapore’s most significant civic landmarks.

The challenge was to develop a distinctive and enduring brand that respected the site’s historical significance while reflecting its expanded role as a vibrant destination for national celebrations, community events, education, recreation and everyday experiences.

The brand also needed to unite diverse stakeholders behind a shared vision and resonate with audiences across generations.

Our Approach

Our approach began by understanding how different audiences perceived National Service, the significance of the site and the future aspirations for NS Square. Through research, stakeholder engagement – both internal and with the public including NS communities, and through various strategic workshops we developed the final brand name, an inspiring positioning and a narrative based on the central idea ‘Honouring National Service, Celebrating Singapore’. We then developed communication strategies and messaging frameworks that balanced heritage with progress and connected meaningfully with multiple audiences.

Building on this strategic foundation, we created a scalable brand architecture and naming system that organised the diverse experiences and programmes within NS Square while ensuring a coherent and future-ready brand structure.

The strategy was then brought to life through a distinctive visual identity and comprehensive identity system, designed to create a consistent experience across digital, environmental and communication touchpoints. Supported by detailed brand guidelines and activation recommendations, the new brand provides a strong platform for the successful launch, ongoing stewardship and long-term evolution of NS Square.

The Outcome

The result is a distinctive and meaningful brand identity & roadmap for NS Square — one that reflects its national significance while creating a warm, contemporary and accessible destination experience. The brand provides a strong foundation for future activation, helping NS Square come to life as a place for commemoration, recreation, culture and connection. Opening in 2027.