Step 1 – Brand appraisal
Initially we appraised all the new materials that they had generated, comparing them to our original guidelines. This covered new business areas such as social media templates, a ‘Takeaway’ service, an ‘Events’ brochure and the website. What became apparent was that as the new business ventures had grown, so had inconsistent use of the logo and colour palettes.
Step 2 – Bringing consistency to the application of the logo, brand and colour palette
To simplify and rationalise the use of the logo, we evolved and artworked two new versions that reflected the two sides of the business. The ‘Hurley House Hotel’ logo which promoted all aspects solely related to the hotel offer and the ‘Hurley House’ logo which enabled the promotion of other sides of the business such as business events, weddings, and takeaways. The graduated logos were also created as vector files to resemble a realistic metallic copper effect, and enable the client to resize the logo as large (exterior signage) or as small (social media templates) as they required.
Step 3 – Clearly defining the Hotel’s offer through the use of colour
We created a deeper, richer, colour palette that represented the hotel’s three primary services which were Events, Food & Drink and Accommodation. These deep colours were the perfect accompaniment to the graduated copper-coloured logo, creating a stylish brand application which reflected quality and sophistication.
Step 4 – Creating a typographic hierarchy that facilitates a strong brand narrative
We made it clear in the brand guidelines that a strong brand narrative was necessary to make an emotional connection with the customer, particularly when in some instances, such as weddings and business events, they were making a significant financial commitment.
Step 5 – Using photography to embody the quality and style of Hurley House
An important part of the brief was to constantly reinforce a sense of quality, style and gravitas. By carefully selecting how and what items are photographed, with a ‘less is more’ approach, a more elevated offer can be created that will help Hurley House stand out from the competition.
Step 6 – Creating a stronger online presence
We also looked at brand tools we could create that would enable Hurley House to have a stronger online and social media presence. This included a series of ‘H’ icons and graphic lines derived from the logo that would create a stronger brand presence and a mark of quality.
Step 7 – Why not try Hurley House for yourself
Having eaten here a few times, our MD Simon Hutton highly recommends a visit, or even considering this as a venue for a corporate event or your Christmas party. Visit their website to find out more https://hurleyhouse.co.uk