Sun International’s stated mission is to be recognised internationally as a successful leisure group that offers superior gaming, hotel and entertainment experiences. They also want to be seen as innovative and fun. Because of this, they needed to redesign their master identity, the brand architectural system that supports it and the many manifestations that this international hotel group would require. Switch successfully rebranded the Sun International Group including the iconic Sun City Complex and Table Bay Hotel in Cape Town through the development of a comprehensive brand architecture that deals with master brand, properties, sponsorships and products.