The Grand Leigh | forpeople x LCC
Brand Strategy | Identity Design | Print | Copywriting Branding a boutique hotel in Leigh-on-Sea, a brief in collaboration with forpeople. I took on the goal of reimagining an old historic hotel that currently stands derelict today in the location. The hotel’s purpose is to allow guests to ‘live like a local’ and explore the unique lifestyle of Leigh-on-Sea, capturing the old and new styles of the town.
I tried to find as many ways to incorporate the location into the branding, including a custom wordmark that is inspired by Leigh's architecture. The user journey focuses on touchpoints to make the guest feel like a resident of Leigh, and explore like a local would.
The hotel does not have a restaurant to encourage the guests to have the full Leigh experience by either buying local delights to cook in their apartment, or to eat at the local businesses.
However, I included a bar called ‘Contraband’ inspired by the fishermen of Leigh who would smuggle many goods into the village using the port. The cocktails are named after nicknames of the fishermen, and the bar itself would have a moody feel to suggest secrecy and a nod to the secret passageways that the fishermen used to smuggle contraband.