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EXPERIENCE LUXURY
BRANDING

 

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

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.

 
 
 

BRAND IDENTITY

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.

 

 
 
“THE PARTNERS’ CREATIVE VISION HAS CAPTURED THE RICHNESS OF THE CONNAUGHT EXPERIENCE, REFLECTING 200 YEARS OF HERITAGE, WHILST EXPRESSING THE ESSENTIAL ELEMENTS OF WHAT MAKES THE HOTEL SUCH A SPECIAL PLACE TODAY.”
NATHALIE SEILER-HAYEZ, GENERAL MANAGER, THE CONNAUGHT
 
 

BRAND ACTIVATION

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
to life.

 
 
UNIFORMS

UNIFORMS

DINING

DINING

CHILDREN

CHILDREN

PACKAGING

PACKAGING

GIFTING

GIFTING

DINING

DINING

IN-ROOM

IN-ROOM

PARTNERSHIPS

PARTNERSHIPS

PRINT

PRINT

BARS

BARS

CORRESPONDENCE

CORRESPONDENCE

ROOM SERVICE

ROOM SERVICE

 
 
 

AWARDS

NEW YORK FESTIVALS
Grand Prize & Gold

D&AD
Graphite & Wood Pencil

CLIO AWARDS
Silver

CANNES LIONS
Shortlist

WPPED CREAM
Creme de la Creme

FRESH AWARDS
Gold

BRAND IMPACT
Winner