Highland Coast Hotels x Genoa Black

Designing the brand for a new independent hotel group

Industry: Hospitality

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Highland Coast Hotels was a new entrant into the hospitality market in the north Highlands of Scotland; a collection of unique hotels based on the North Coast 500 route.

Challenge

Highland Coast Hotels required a corporate brand identity. Following on from this work our team where commissioned to develop brand strategies and visual identities for seven individual hotels.

Our work

The initial stages of the project were to fully understand the corporate brand of Highland Coast Hotels, we undertook brand workshops with key staff and directors, along with property visits, to establish the values of the business.

As a key deliverable our design studio created the five-fingered starfish logo to reflect the five values of the business; be yourself, be spirited, be kind, be proud and be considerate. It's become a badge which staff wear with pride.

For each property, we then defined the unique brand essence of the building, the place, and the back story, and this in turn informed our decisions around logo, colour palette, messaging etc.

Service mix offered

We delivered:
> Group brand strategy
> Group brand visual identity, inclusive of a new logo
> Group brand guidelines
> Brand strategy for individual hotels, inclusive of development of brand essence and visual elements

Studio showcase

Our service mix with Highland Coast Hotels has involved extensive work by our creative studio.

Roddy Watt, Founder/Director Highland Coast Hotels

“Genoa Black nailed a discovery process that brilliantly defines the unique essence of each property, and a design system that supports our business as we grow.”

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