Standout Rebrands Pride of Britain Hotels
We worked with Pride of Britain Hotels to refresh their overall brand and supporting marketing collateral, including the creation of a new luxurious printed hotel directory, website redesign, email campaigns, print advertising and overarching brand guidelines.
Pride of Britain Hotels is a not-for-profit organisation representing some of the very best independent hotels in Britain. The collection was formed in 1982 and continues to be controlled by its member hoteliers, who have the last word on the admission of new properties and much else.
Having been briefed to make the brand more appealing to a slightly younger audience, we initially set about redefining the style and tone of voice of the organisation to make it more aspirational and less informational.
As part of the brand overhaul, we revisited the brand identity, considered the use of a strapline, introduced more contemporary colourways, and looked at new typography options for use in both print and online. This was underpinned by the development of an enhanced set of brand guidelines, giving clear instruction on how the new branding should be applied across a series of print and digital assets, all of which we created as part of the project.
The centrepiece of the reimagining of the Pride of Britain Hotels brand was the design and print production of a luxurious 156-page annual directory. As well as coordinating with all 50 member hotels to collate new imagery, amends and final sign-off of their specific pages, our in-house team of designers and print production specialists worked together to create completely new concept in terms of style, sustainable paper stocks and messaging. We introduced a new single tone of voice throughout the whole publication – and in turn, the website – which was written by our own copywriter following liaison with the individual hotels.