The hero narrative of the brand was the notion of ‘individualism’ as a gate to ‘life without limits’. About celebrating exploration, creativity and originality. In the heart of Westminster lies a building with more stories than could ever be told. When Great Scotland Yard was built, hotels were an aristocratic destination; a meeting point for the great, gifted and glamourous. The Great Scotland Yard Hotel isn’t going to be everything for everyone, it’s a site which has a history of polarising perception and will continue to do the same in the future. With the role of the brand as the ‘informant’, all messages will have to be earned through individual exploration of the hotel, with each guest defining its own bespoke journey and thus keeping the legend alive.

The identity work includes a distinctive and ownable illustrative language that celebrates the rich canvas of stories. Each illustration represents a historical attribute, integral to the destination and typography is purposely decorative and engaging.