In a niche where visual communication is everything – and in a location where competition is stiff – it's important to make a real brand statement.
Situated in central London, small boutique hotel Montagu Place is a prime example of somewhere in need of a strong brand to ensure they were first choice for the many visitors and business travellers to the area.
Montagu's operators Queensway Hospitality wanted to launch the hotel with a look that set them apart from the competition and highlighted the sleek, luxurious boutique style and modern comfort. The hotel was still being refurbished at the time we developed the brand, so interior designer's mood boards and fabric swatches aside, we had a blank canvas.
A brand of opulence was developed with a sumptuous colour scheme. Special finishes like textured papers, bronze foiling and spot UV varnish emphasised the luxurious style. We also introduced 'comfy, fancy and swanky' – an innovative way of grading the rooms rather than just standard room grades. These friendly, personal touches not only made their hotel different, but made their guests feel relaxed and at ease.
The brand was well received by client and target audience, and helped contribute to an occupancy rate in excess of 90% since its launch six years ago. Since first developing the hotel branding in 2006, we have refreshed their online presence with the launch of a new website in 2010.
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