The Meridian
Meridian Hotel Group
Overview
The Meridian Group operates five boutique hotels across the UK, each with a distinct character. The existing brand was inconsistent across properties — each hotel had evolved its own visual language over the years. We were asked to create a system that unified them without erasing what made each one distinct.
The Challenge
A brand that works across five radically different properties — a converted Victorian post office in Edinburgh, a beach house in Cornwall, a Georgian townhouse in Bath — cannot be prescriptive. It needed to be a framework, not a uniform.
The Approach
We designed a flexible logo system with a shared wordmark and property-specific marks drawn from each building's architectural detail. The colour system allows each property to have its own palette within a defined family. Digital templates were built to accommodate property-specific photography while maintaining group-level consistency.
Gallery
The Outcome
Direct booking rates increased 34% across the group within six months. The Edinburgh property was shortlisted for a Condé Nast Traveller Award. Social following grew from 18,000 to 92,000 across all property accounts combined.
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