The Luxury Collection Hotels Branding

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

Joining 69 unique brands in 1

Throughout my career, I have been faced with the challenge of creating 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 unique.

Unique property branding through a single visual system

Each hotel has its 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 a visually simple system that allowed each hotel to have its 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 its own look and identity.


From legendary palaces and remote retreats to timeless modern classics

Advertising windows into global experiences

In addition to the sliver concept we used on the site, we also wanted to create a visual pneumonic we could use in all printed materials as an accent and way of showing the collection’s diversity. The colored strips of logos were used across the bottom of every piece of collateral to show all the unique possibilities and pull the entire collection of hotels together into one system.

We also wanted to create something unique for the re-launch of the brand to show the world the new system. We did this by creating two-page print ads where the first page drew on windows from our icon properties that gave a hint to their country of origin and a sneak peek of what was to come. We did this because the window and positioning of the photography created a colored abstraction similar to the ones used in the brand system. Once they turned the page the full image was revealed as well as either a specific hotel or a group of hotels for a region of the world.