Contributed by Sophie Eyles of Bath-based Mytton Williams.
A brand identity had to be created for a new boutique hotel opening in the World Heritage City of Bath. There were no photographs of the hotel and its contemporary interior prior to the opening. The personality and impact of the brand was the sole driver of interest and tangible sales.
Our brief was to create a sharp, contemporary and fun identity catering for people who want the style and function of a luxury hotel at affordable prices. We created the brand identity featuring a highly individual tone of voice and applied it to the website, advertising material, hotel brochure and all internal and external signage.
The new Halcyon logo was launched in August 2009. This was followed a few months later by an e-commerce website. No hotel photography was available therefore the site only be illustrated with simple line drawings and enhanced by evocative brand tone of voice copy.
The hotel opened in February 2010 with encouraging bookings including 90% occupancy for the first three weekends in February and 60% occupancy for the first three weeks including weekdays.
“All the interest and tangible sales had been achieved despite there being no photographs of the hotel and its contemporary interior. Mytton Williams created the perfect brand solution which, from day one, has driven both sales and hotel development ideas.”
— GILES THOMAS, THE HALCYON
Also by Mytton Williams on Identity Designed: Ink Copywriters.