Asked for a refreshed identity, we delivered a complete redesign of the entire luxury hotel experience. With a bespoke piece of art as a centrepiece, we created a richly crafted and engaging, multi award-winning brand identity across every touchpoint.
The Connaught hotel is a London icon that blends heritage, English elegance and the utmost modernity. But while guests’ experiences and attitudes towards luxury travel continue to evolve, the hotel’s brand identity remained unchanged and risked falling out of step with the aesthetics and choices of modern travellers. Our challenge was to capture the magic of the Connaught and express this for a new generation.
We felt that a traditional approach to brand identity wouldn’t do justice to the Connaught. Rather than applying something superficial onto the experience of the Connaught, we wanted to create an identity that would truly become part of it; to enhance rather than constrain the magic of the hotel.
Continuing the Connaught’s heritage as a patron of the arts, we commissioned artist Kristjana S Williams to create a unique artwork to capture some of the most iconic moments of the hotel’s life.
Taking inspiration from 150 separate moments including the hound crest, portraits of the Duke of Connaught, silverware and the chestnut trees outside the entrance, an original 2.5m x 2m collage was created to celebrate the rich provenance and personality of the hotel. Quintessentially British and profoundly Connaught, this now hangs in L’Espelette restaurant.
We curated elements of the artwork to brand a full range of collateral to guide the guest’s journey of discovery, adding a new dimension and personality to the hotel’s experience, for each visit.
The new brand identity launched in September 2014 and we continue to work on the guest experience and touchpoints that bring the magic
NEW YORK FESTIVALS
Grand Prize & Gold
Graphite & Wood Pencil
Creme de la Creme