Brief

This briefing is another social media challenge for brand designers and has taken place in January 2024. Established in 1903, the Azalea Hotel was once a crown jewel of London’s luxury hospitality scene — a name synonymous with prestige and elegance. Over time, however, its luster has faded, and its halls no longer echo with the vibrancy they once held. Now under the direction of a new, younger leadership team, the Azalea Hotel is poised for a bold transformation. With fresh energy and a forward-thinking vision, the goal is to reestablish the Azalea as one of the capital’s most desirable destinations — a refined yet fashion-forward retreat for affluent global travelers seeking heritage, style, and modern sophistication in the heart of London. Deliverables were: Logo, Door Hooks, Webdesign, Business Cards and Hotel Stationery.

Brand identity

The brand should embody the grandeur of historic London luxury — timeless, refined, and steeped in royal charm. Specializing in an elevated guest experience, the hotel caters to a discerning international clientele seeking elegance, heritage, and the intimacy of a world-class retreat. The tone should evoke sophistication with a sense of nostalgia, where vintage opulence meets discreet modern comfort. Reflecting classic British refinement and combining serif typography as well as heritage iconography with a minimalist twist, this identity is rooted in a sense of tradition, with a contemporary edge that avoids excess. Through storytelling and visual curation, the brand conveys exclusivity and timeless prestige. Carefully composed content features grand staircases, antique detailing, fine dining in richly paneled rooms, and white-gloved service — celebrating the old-world splendor of London’s elite past. Photography and illustrated content are warm and atmospheric, capturing quiet moments of luxury: a vintage key, sophisticated door hooks and generous interiors.