Sentosa Development Corporation: A Deep Dive Into Discovery

As part of Sentosa’s brand refresh, Sentosa Development Corporation (SDC) has launched its latest brand campaign and unveiled a new tagline: ‘Where discovery never ends’. This presents a significant shift from the island’s previous positioning as a ‘State of Fun’, to an experiential branding where seemingly endless fulfilling experiences are discovered and made. The brand refresh is a collaborative effort between GOVT, Universal McCann, Zeno Group, Section Digital and Oliver Marketing. Creatively led by GOVT, the new campaign refreshes the beloved island’s brand image with a new logo, a 70- second commercial spot (with 15- and 30-second cut-downs), key visuals, along with a vibrant motif designed in partnership with homegrown Singaporean illustrator Tiffany Lovage. Each element in the motif represents the key themes of discovery the island offers; from the celebration of the botany that Sentosa boasts, the celebration of people and the bonds created, to Sentosa’s commitment to a sustainable future. All of which aims to heighten the emotional connection between the island, Singaporeans, and foreign guests as they enjoy the rejuvenating offerings of the island.