Client
The Lanesborough is the world’s most palatial hotel, renowned for providing the world’s wealthiest clientele with the very highest levels of service, delivered with the utmost discretion.
Brief
The Lanesborough was undergoing a major refurbishment led by the late Alberto Pinto’s renowned studio. The hotel wanted to refresh their brand identity, ensuring it remained entirely memorable to their existing customers, whilst enabling them to attract a new customer base, looking for the epitome in premium service. During the transformation of its interiors, The Lanesborough also wanted to transform its brand identity, to help expand their offer and create exclusive opportunities for events and location hire. They asked Rose to create a new brand strategy and identity, which would appropriately convey the renowned elegance and discretion of the world’s most palatial hotel.
Solution
Rose created a new brand strategy to ensure the brand would be fit for purpose for the new-look Lanesborough’s next chapter in its story. Rose created the brand identity for the Lanesborough, to reflect their global reputation for excellence and service. To compliment the craftsmanship of the refurbishment, Rose used historic symbolism to craft a brand marque for the hotel; a Viscount’s crown (drawing on the historic origins of the building) made from white mulberry leaves (signifying pride), and amaryllis (signifying knowledge). Rose also composed these elements together in a variety of decorative patterns and details across various brand applications. The discrete application of these symbolic patterns, helped deliver a regal brand experience, underpinned by the attention to detail the hotel is famous for.
Results
Rose’s refined brand identity has helped expand the Lanesborough’s offering and reputation into new areas including their exclusive spa. Further to reopening the hotel, the increase in The Lanesborough’s guest figures saw a 21% increase in profit in the year following the new brand strategy and identity.
