Maybourne, owner of renowned and iconic London properties such as Claridge's, The Connaught, The Berkeley, and The Emory, has long operated as a 'silent partner' behind its celebrated hotels. With a desire to open up an expanded world of luxury experiences and opportunities for its guests, it set about activating a business strategy designed to turn the Maybourne name into an internationally recognised consumer-facing brand synonymous with Luxury.
'Stories of Distinction' became the unifying brand idea behind the new Maybourne proposition, acknowledging the duality between each hotel's unique identity and its collective commitment to excellence via a shared ethos. The strategy introduced a new brand architecture that distinguishes iconic 'Storied' properties from newer acquisitions, such as The Maybourne Beverly Hills and The Maybourne Riviera.
An elevated visual identity brought 'Stories of Distinction' to life. It centers around the Maybourne Tapestry, a visually intricate artwork that weaves together the unique symbolism of each property into a single cohesive design, executed in collaboration with up-and-coming British illustrator Martha Walmsley. Accompanying it is a toolkit of identity assets that convey a contemporary take on traditional British elegance, including a new monogram logo, script typography, and teal colour palette.
The strategic redesign unites the portfolio of hotel properties while celebrating their individuality. It fosters greater recognition and engagement with the Maybourne brand and positions it as a leading name in ultra-luxury hospitality.
