Narrative-led MICE brochure showcases business value of luxury brand
25 September 2025
Luxury MICE venues engage corporates with visual storytelling
Shangri-La and JEN Singapore aim to be Singapore’s preferred MICE venues. The hospitality group teamed with Stepworks to strengthen its appeal among international event planners and corporate clients.
Stepworks worked with the Shangri-La team to develop a printed MICE brochure that took a bold departure from the conventional with a visual, narrative-driven approach. The brochure also required integration with digital channels.
The objective was to effectively showcase the distinct personalities of its four Singapore hotels while presenting them as one unified destination.
Distinctions within distinction
The brief called for the brochure to break out of the conventional corporate style of event collateral.
The challenge was to enable four unique hotel brand personalities to shine within a framework that retains the distinct Shangri-La identity.
This was achieved by a seamless narrative across the various sections introducing individual properties.
The guiding concept centred on storytelling through space – presenting each hotel as a chapter in a larger narrative about connection, celebration and discovery.
Designing a visual journey that inspires action
Visual rhythm was achieved through bold yet restrained layouts, curated images and typographic clarity.
The brochure features a dynamic mix of visuals.
Wide shots showcase the venues and evocative close ups capture the atmosphere and lifestyle dimension of the Shangri-La Singapore’s MICE experience.
The brochure flows like a guided journey. Each section builds upon the last, leading the reader through venue highlights, amenities and experiences in a cohesive, emotionally engaging sequence.
A unity of narrative, design and purpose
The completed MICE brochure achieved all project goals. It expresses the Shangri-La cluster’s exceptional luxury while celebrating each hotel’s personality.
The brochure redefines expectations for MICE marketing within the group. It demonstrates how strategic storytelling, crafted design and brand clarity can transform functional material into an aspirational experience.
Internally, the project also set a creative benchmark for future Shangri-La collateral, reinforcing the brand’s leadership in luxury hospitality communication.
