Raising the bar on live entertainment in Singapore

The Brief

Located in the heart of the retail and entertainment hub in Singapore, TAB’s stunning venue split over 3 floors brings live entertainment to a whole new level. Soon after its launch in 2010, TAB became known for bringing in world-class acts and its support of many homegrown performers.

However in the highly lucrative entertainment industry, an overly crowded marketplace is only one of the many challenges. In 2014 TAB had the vision of building its brand reputation, to more accurately reflect the level and quality of events and entertainment it provided and better commercialize the opportunity that it presented.

We were invited to support this transformation with the development of an actionable strategy that would redefine TAB’s position in the marketplace and elevate the brand far beyond its competitors.

What We Did

We started by establishing the brand positioning: to ‘appeal, create desire and engage’, with a vision of delivering ‘the ultimate live entertainment experience’.

We created a new approach to illustration and photography and directed a collection of hand drawn icons that captured TAB’s distinctive character to populate a new media library. Optimised for people on the go, the site is given style and personality through a minimalist layout and art direction that focused on the energy of live performances, giving TAB an exciting yet elegant appeal.

BLANC delivered a comprehensive overhaul that focused on strategic brand positioning, a refreshed brand identity, and website to deliver an experience that is unique to this industry leader.

The Impact

The new identity has welcomed in a new era, receiving positive feedback from key customers and stakeholders. BLANC continues to provide a combination of strategy and execution as we seek to further refine the brand’s communications.

Visit www.tab.com.sg