The brief
We were commissioned by our client from The Belgrave Hotel in the design and development of a new brand identity that represents their other company, Belgrave Development. In addition, we designed and developed a new website to showcase their development projects across the hotel, leisure, and residential sectors within the central London market.
The new brand needed to be exciting and reflect its transparent values through its new identity. It requires subtle ties to the client’s existing hotel brand but stands out with its own distinct identity.
Challenges and solutions
The company had been previously operating without much need for a brand presence, and the new solutions offered should provide a strong platform for the company to build upon. Part of the main challenge is to develop this new brand presence and subtle tie to the hotel brand, as it was very easy for the client team to be pulled in either direction. Our goal, through stakeholder engagement and management, was to break down the key milestones of the project to build a rappor to allow the client to understand our final proposed approach. The second part of the challenge was to deliver this in a relatively short timeframe, where both the identity and website were delivered simultaneously.
Project details
The project was delivered in two separate streams, starting with the brand identity concept, draft and design. When that stream reached the production of brand guidelines, we commenced the web development stream with information architecture, UX and adaptation of the brandguidlines into the UI. We simultaneously worked with the client team to advise them on the content copy, layout and sitemap.
The results
Our client team were very happy with brand new website and new logo identity with a set of brand colours that are used across the website and supportive promotional material. They appreciated the minimalist yet elegant typeface used throughout the logo format, reinforcing the company’s reputation and reflecting the way they do business. This branding extends seamlessly across all touch points, creating a strong and unified identity. Their website is visual, easy to navigate and presents flexibility to expand with the company. We are now supporting Belgrave Development with future projects to further enhance their digital presence; including the upcoming design and development of proposal back office features.
