With two days to develop the hotel name and identity, I began by pulling key words from the brief - boutique, modern, quality - and working through various word-maps. Competition research revealed a trend for type-dominant brand marks, often with the name couched with 'the .....' or '.... house'.
The hotel was to feel British, cultured and needed to balance a sense of tradition with the hotels' modern twist. Ambry - a old-English word for wardrobe, pantry or closest - felt traditional and reflected the hotels boutique size with an air of sophistication.
The final mark is created from using the opposing corners from a cuboid - reflecting the name of the hotel and the hotel's boutique dimensions. A sans-serif font brings a sense of modernity balanced with a muted, warm and sophisticated colour scheme.
Rolled out to the full 'welcome' experience, the guest would receive a personalised key and welcome postcard. Every morning, they would receive an itinerary with suggestions from the hotel of activities for the day.