South Beach

Commercial, Hospitality, Residential, Retail

The creation of a brand identity for a premier mixed-use development which includes a JW Marriott Hotel at Beach Road, Singapore, surrounded by neighbouring shopping malls and a convention centre

The South Beach brandmark traces the towers’ and canopy’s distinctive architectural form with a green-blue colour palette referencing sky and sea.

Prior to its launch, a suite of communications collateral was created, positioning South Beach as an iconic global address, contributing to its full occupancy.

Photo CR: JW Marriott


Along with four conserved buildings, the towers are linked at street level by South Beach Avenue which IMMORTAL conceptualised as an F&B spine with curated wine and dine concepts.

With direct access to the MRT station below, wayfinding was essential to ensure all visitors could find their way into South Beach and instinctively navigate to offices, F&B Outlets and more.