Madame Tussauds Singapore

Brand Adaptation & Visual System Implementation

Overview

A full rebranding and visual rollout for Madame Tussauds Singapore, adapting global brand guidelines for the Singapore market.

The project covered design, photography, and large-scale implementation across brand assets and outdoor media.

The Challenge

To translate established global brand guidelines into a cohesive and locally relevant visual system for Singapore.

The project required consistency across all touchpoints, while managing the scale of photographing multiple wax figures and aligning outputs with international standards.

Approach

The project focused on building a structured and adaptable visual system:

• Brand Adaptation
  Interpreting global guidelines and applying them to local market needs
• Visual Asset Creation
  Developing key visuals and templates for consistent usage
• System Development
  Creating scalable templates for ongoing use by internal teams and external vendors

This ensured both immediate rollout and long-term usability.

Execution

The project was executed across multiple layers of production and implementation:

• Photography of all wax figures in Singapore, aligned to global lighting guidelines
• Design of key visuals for campaign and brand use
• Adaptation across outdoor formats including lamp post banners and lightboxes
• Development of brand templates for continued use by stakeholders

A full-scale outdoor visual rollout was implemented across Sentosa, creating a strong and consistent brand presence leading into the attraction.

Outcome

The project delivered a successful and cohesive rebranding for the Singapore market:

• Full adoption of updated brand visuals across local touchpoints
• Consistent application of global guidelines within a local context
• Scalable design system enabling ongoing use across teams and vendors