The project
Harrow & Vane came to us with six hotels that had each been branded independently over a decade of acquisitions — six different logo marks, six color palettes, no shared visual language a guest could recognize across properties. The Discovery phase surfaced that guests booking a second Harrow & Vane property genuinely didn't know it was the same group. Strategy resolved this into a flexible identity system: one shared mark, one shared typographic voice, and a structured secondary palette that lets each property keep a distinct accent color and photography style while still reading as unmistakably part of the same group.
Delivered as a full brand guidelines document, a flexible logo lockup system, and a property-specific color and photography framework rolled out across all six hotels’ signage, collateral, and websites.