Goosebumps was appointed to the rebrand project last month, following a four-way credentials and creative pitch. It had been recommended to Denimoor, the group that owns the hotel, through previous client Mr & Mrs Smith boutique hotel group.
The project will see Goosebumps creating a new identity and name for the hotel, including renaming its food and drink offers; a logo and look and feel; photography style guidelines and comprehensive brand guidelines.
Ben Kingsmill, managing partner at Goosebumps, says, ‘One of the things Denimoor are very keen to do is appeal to a combination of business and leisure travellers. You have to balance appealing to the leisure audience but make sure the identity has enough credibility to appeal for business.’
He adds, ‘The old hotel had a faded glamour – in eight months time you won’t recognise it. The interiors, the name – the whole approach will be radically transformed.’
The branding will be seen across all touchpoints including interior wayfinding and signage, staff uniforms, marketing collateral, menus and the redesigned website.
The hotel is due to reopen in spring 2012, with the first iterations of Goosebumps’ branding, such as online and on pre-booking collateral, aiming to launch in October.