Over two years we collaborated with Madfabulous Hotels to shape the positioning, concept, name and brand identity of Hyll – their country house hotel in the Cotswolds.

We began with a conversation about time. What if a hotel could give it back to you? And does true luxury lie, not in excess, but in the permission to pause? From these thoughts came Hyll’s proposition – to be a place for guests to slow down, switch off, and ‘do nothing’.

Visually and verbally, the brand is warm, smart, intentionally under-designed, and nostalgic with every element of the guest experience designed to illicit a sense of calm. The result is a brand that doesn’t just speak of restfulness – it actively delivers it, turning Hyll from a destination into a state of mind.

In the build-up to launch – and beyond – we delivered positioning, purpose, naming, culture and values, service ethos and training, tone of voice and brand guidelines, visual identity, art direction, marketing and on-property collateral, signage and wayfinding, website design, social media design direction and toolkit, uniform, copywriting and external agency and supplier sourcing.