The Initial is a series of serviced residences curated by Cover Projects Pte Ltd, a hospitality firm that uses architectural design thinking to build experiences through socially-charged spaces.

The Initial is positioned as a place for young professionals and travellers who want modern city living at budget-friendly value. They are at the start of their careers, new to the city and seek authentic experiences, which is why The Initial is the perfect destination, given its location in an eclectic and up-and-coming neighbourhood.

The name ‘The Initial’ represents the beginning of a personal journey. To accompany the name, we created a brand identity that is feels personalised and gives a sense of belonging. The logo strikes a balance between the bespoke touch synonymous with the hospitality industry and the traditional crafted furniture pieces, reflecting the woven rattan craft heritage of the neighbourhood.