The project was to rebrand a popular London city centre hotel, complete with a quirky interior left by the departing multi-national chain

Our positioning concept flipped it into an independent neighbourhood hotel.

We created a new proposition for the hotel - “Comfortably Offbeat” - based on its unique characteristics, green credentials, interior design and its location just on the outer edge of the City of London.

The name references its location literally on the corner of a very typically east London street and the design solution resonates with the slightly grittier edge of the City with the use of street art imagery, and the art installations inside the hotel, as the backdrop to an identity that belongs to its neighbourhood.

All the work was completed within an extremely challenging timeframe to ensure that the hotel could step from the old brand into the new.

The commercial intention was for the hotel and brand to have a lifespan of just two years – four years later both hotel and brand are going strong and exceeding owner, guest and commercial expectations.