Northlight
- Division
- 01 Studio
- Status
- Completed
- Client
- Boutique hospitality group (placeholder)
- Year
- 2026
Repositioning and a new identity system for a boutique hospitality group moving from local favourite to destination brand.
A complete brand overhaul: strategy, naming architecture, identity, signage and launch campaign for a group of three hotels and two restaurants.
01
Overview
Northlight had loyal regulars and no recognisable brand. We built a positioning around slow arrival and designed an identity that could stretch from a room key to a city-wide campaign.
02
Challenge
Five venues, five logos, no shared story. The group needed to attract international guests without losing the local character that made it special.
03
Approach
Guest interviews, a week of on-site observation and a workshop with founders led to a single idea: the light changes how you arrive.
04
Solution
A flexible typographic identity that shifts weight through the day, a warm neutral palette, a photographic language shot only at dawn and dusk, and a launch campaign built on first impressions.
05
Deliverables
- Brand strategy
- Brand architecture
- Visual identity
- Signage & wayfinding
- Launch campaign
- Social content system
06
Results
+0%
Direct bookings in first quarter
0×
Social reach vs previous year
0 → 1
Unified brand system
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