Hospitality Brand Identity · Art Direction · Digital Design · Guest Experience · Photography
The brief
Evolving the visual identity and digital presence of The Beverley Group to create a more contemporary, cohesive and distinctive hospitality experience.
The project brought together brand identity, photography, digital design and guest-facing collateral, creating a consistent visual language across the guest journey.
The Beverley already had an established visual identity and a recognisable bowler hat mark. Rather than starting again, the approach was to refine and evolve what already had equity, creating a more contemporary identity while retaining the character and personality of the hotel.
The new identity
A flexible visual system was developed across:
- LOGO – Refined primary and secondary marks
- TYPOGRAPHY – A distinctive typographic hierarchy for brand and digital communications
- COLOUR – A refined palette balancing heritage with a contemporary feel
- PATTERN – A graphic language adding personality and consistency across applications
- PHOTOGRAPHY & ART DIRECTION – Photography was developed as an integral part of the brand, capturing the property’s architecture, interiors, atmosphere and details. The aim was to create imagery that felt authentic to the hotel and gave prospective guests a stronger sense of the experience before they arrived.
Application
The identity was extended beyond the logo and into the physical and digital guest experience. A considered system of colour, typography, pattern and imagery was applied across everyday touchpoints, creating a more cohesive experience from discovery and booking through to arrival and stay.
The visual identity was also carried into the website, creating a more cohesive digital presence and a stronger platform for showcasing the hotel, its rooms and the surrounding London experience.
