Marketing strategy, design and digital

Cotton Rooms

The four star boutique hotel – the first of its kind in the NHS.


Working as “One Team” with Llewelyn Davies healthcare planners and designers and the key stakeholders from University College London Hospital Charity (UCLH Charity), we devised a ‘Brand Story’. We were tasked to distill the values and objectives for the first of its kind in the NHS – a luxury patient facility, focused on providing quality accommodation for patients undergoing, or recovering from, medical treatments. The location of the patient facility is situated in central London, and is adjacent to the world’s leading UCLH Macmillan Cancer Centre, therefore the customers and user base were identified as undergoing cancer treatments.

A booklet spread featuring the Cotton Rooms relaxation room

End to End approach


Research & analysis


New brand story and identity / image library / clinical materials scoping / styled designs / merchandising design / branding guidance


Refinement for all design stages exercise

QA & refinement

Quality assurance testing / refinement / infection control testing


Internal and external implementation / training

Project Management

Quarterly project updates meeting / Basecamp for project tasks tracking / Slack for communication / Scheduling & scoping / TeamGantt software to track, anticipate and reallocate resources.

LUV has created and delivered an innovative brand design, website and merchandising for the Cotton Rooms reflecting both a caring and peaceful environment while patients undergo clinical care.

Peter Burroughs, Enterprise Director at UCLH Charity