The name Balthazaar was chosen to encapsulate the other-worldly, attributes of the themes on each level of the complex. A striking logo was essential to capture the spirit of the brand and sub brands, and most importantly, catch the interest and attention of locals and tourists.

While Balthazaar would be the over-arching brand, each level would have its own sub brand. This meant we not only had to give each level a differentiated and unique edge to appeal to relevant audiences, but each level’s brand had to tie in with the Balthazaar concept.

Our campaign strategy has been to focus on the “Balthazaar” experience and show how Balthazaar and its sub brands differentiate itself from its competitors (price, food and social experience).