Bath-based Mytton Williams has created the brand for a new ‘boutique’ hotel, The Halcyon, opening in the city tomorrow, 12 February.
The new look features a sharp, contemporary, personality-driven identity appealing to people looking for affordable luxury.
Stylish design and great value were the key attributes highlighted by Giles Thomas, owner of The Halcyon, at the start of the project. Hence the development of a simple, bold mark inspired by the geometric wallpaper featuring in the interior design proposals. Associated brand elements are a black and white colour palette, Gotham typeface and a highly individual tone of voice.
The new Halcyon logo was launched in August 2009. This was followed a few months later by an e-commerce website. Now Mytton Williams has unveiled a set of functional print collateral to coincide with the hotel’s opening. These include cocktail menus, menu holders, comment cards, doorhangers, note cards and an innovative city map with an MP3 player audio tour. Internal and external hotel signage has also been created.
Tone of voice and the use of creative copy have been central to the development of the brand personality, since no photography has been available during the hotel’s development. Even the brand guidelines ‘talk’ to the reader in the language of the brand.
The new branding has already succeeded in capturing the attention of customers – evidenced by an encouraging level of bookings for 2010 and the fact that the first 3 weekends in February were booked before Christmas.
“Mytton Williams created the perfect brand solution which, from day one has driven both sales and hotel development ideas,” says Giles Thomas, owner of the hotel. “The brand is the reason we have had the interest we have had already otherwise how could people book without seeing photos? Really, I am seriously impressed with the brand, it’s everything I wanted.”
“It’s not often you get involved in the creation of a new hotel concept set to change the map,” comments Bob Mytton, creative director. “It’s been creative, challenging and fun – just the sort of project every studio loves. We all know it’s about return on investment for the client. It’s very satisfying to see this happening from the start of the project.”
A further phase of brand development will follow after the opening of the hotel. Mytton Williams will be art directing a photo shoot to produce high quality photographic material for the new hotel brochure, website and advertising campaign.
