Hotel La Tour Birmingham, designed by architect Lewis and Hickey, will be the first Hotel La Tour venue and is set to open in the city next February.
Cube 3 was appointed to work on marketing projects for the Hotel La Tour brand in May 2010 following a pitch. It is developing a website, marketing material and individual brands for different areas of the Birmingham hotel.
Jane Schofield, managing director of Hotel La Tour, says the current visual identity for Hotel La Tour was developed by Surrey-based consultancy Nucleus. The consultancy also developed the current website. It is understood that Chelmsford-based consultancy Inscribe Creative developed an earlier iteration of the identity.
Cube 3 says it is applying a ‘Modernist art’ theme to its work. It is now developing this Modern art concept for the individual brands throughout the Birmingham hotel.
Schofield says, ‘[Cube 3’s] vision for the brand going forward fits perfectly with what we had envisaged for the collection and as such we decided to work with them across the marketing board.’
She adds, ‘As the first hotel in the collection, marketing and branding will play a key role in its success and we are confident that the partnership we have formed with Cube 3 will aid us in that success.’