The Coventry Hotel: Branding/Visual Identity

A brief to create a new identity for a planned 500-room budget hotel (changing what budget means). A well-known venue in London, it has had multiple uses and identities since its inception. Looking to attract urban travellers of all ages to this multi-purpose, affordable experience located in the heart of London’s West-End. Brand Values: Contemporary. Convenient. Memorable.

The brand concept was inspired by a well-known board game and the experience of playing it, taking in many locations in London. It also provided a nod to the hotel building's gaming past. The gameplay experience inspired the visual identity and brand experience. The brand's statement: "A memorable stay, the gameplay way".

The gameplay experience was brought to life with Stay, Play and Pause.

The Coventry Hotel name was inspired by both the game and one of the streets that the building
is located on.

This brand's App was designed with the user in mind, together with a clear link to the Stay, Play and Pause gameplay experience.

The brand style guide provides a toolkit of assets for the brand to use for a multitude of requirements.

Student Project.

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