The Luxury Collection Hotels Branding

Client: The Luxury Collection Hotels
Role: Creative Direction / Co-designer

69 unique brands in 1

Through the course of my careers I have been faced with the challenge of how to create a branding system that would support multiple sub-brands but have those brands roll up to a master brand. The Luxury Collection is made up of 69 hotels that all have historical importance and are completely unique.

Unique property branding through a single visual system

Each hotel the their own unique style, logo and brand equity.  The challenge was to create a visual language system that would bring all of these unique sub-brands under the Luxury Collection master brand without losing the unique flavor of the hotels. The solution was to a visually simple system that allowed each hotel to have their own logo and color but put it into a structure so there is visual consistency and it works as a system. The resulting logo could then be displayed as a collection so consumers understood the relationship between all the hotels but each one was able to keep their own look and identity.


From legendary palaces and remote retreats to timeless modern classics

Advertising windows into global experiences