Corporate Branding - Montagu Place Hotel

Who they are

Montagu Place is a boutique hotel operated by Queensway Hospitality, one of the UK's leading franchisees of hotels and restaurants. The hotel is based near several top London attractions, including Baker Street and Oxford Street.

What they wanted

Queensway Hospitality wanted to launch boutique hotel Montagu Place with a look that set them apart from the competition and highlighted their home-from-home comfort and modern stylings.

Because the site was still being refurbished to their specifications, we were given the challenge of coming up with an identity based solely on an interior designer's mood boards and fabric swatches.

What we did

To emphasise the desired feel of the hotel - a quirky, friendly environment with a home-from-home atmosphere - we developed a brand that used warm, welcoming colours and a handscript font designed to give the branding a more personal touch.

The quirky element of Montagu Place was achieved by our use of unusual room grades - comfy, fancy and swanky.

What happened next

This overall brand gave the hotel a welcoming, casual feel. Its unique look and quirky style have contributed to an occupancy rate in excess of 90% since its launch three years ago.

We were asked to roll the branding out across Montagu Place's collateral. They also wanted all bookings to be web-based, so we were asked to give them an online presence, too.