Rebranding a collection of six hotels (now seven), two spas, one golf club, one cookery school, one 12th century pub, nine restaurants, two spas, countless rosettes, three Michelin stars and a B Corp certification.

During the research phase we realised there really was a unique culture at Exclusive, driven largely by the passion and enthusiasm of the Managing Director, Danny Pecorelli. Many people worked there because of Danny.

Not many hotel groups could carry off such a broad and heartfelt proposition as ‘creating happiness’ but we thought they could and so did they.

We spent 12 months establishing the proposition – ‘Creating happiness in amazing places’ and the broader principles within the business before we did any design work.

The visual identity expresses the purpose and shakes off the pomposity of exclusivity. The hotels each have their own quirks and personalities. They are different but similar. Identifying these idiosyncrasies allowed us to create a iconic portrait of each property.