Beginning with an iconic hotel Singapore, Raffles was rapidly expanding globally as a luxury hotel group. To support its growing portfolio and to increase understanding and awareness, a new brand was needed. The project covered the brand positioning, strategy, identity design, brand expression, photography style, brand film, advertising concept and the new brand guidelines. We created a brand style that is sophisticated and classic with timeless elegance. The challenge was to create a visual system that celebrated the individuality of each hotel -- creating aa precious, boutique quality as opposed to a cookie-cutter application. As a result, each property was given a dedicated texture that allows them to express their difference while retaining the sense of unity as a group. Following the new global brand development, Raffles heritage brands, Long Bar and The Writers Bar were also transformed to support the new era of the Raffles Hotels & Resorts. The brand film was awarded silver prize at the Meetings Industry Marketing Awards in 2013.