The Melbourne Hotel
Branding: Guides / Branding: Strategy / Branding: Visual Identity / Marketing: Digital / Marketing: Print
First built in 1897, The Melbourne Hotel is an establishment that everyone in Perth has a memory of. Whether it's as the picturesque grand federation building in the city's west end, the "Old Melbourne" where mates could watch the game or as host to goth club nights in the late 90s. The Melbourne has history and it's got it in spades.
After numerous extensions over the years, the hotel was now undergoing it's most extensive redevelopment to date, including 20 new floors, 51 new rooms, a conservatory space, rooftop bar, food and beverage outlets, conference rooms, business facilities, function spaces, gym and more.
When we were first approached to develop the suite of brands for the hotel as they entered this new era, we were keen to align the brand with the architectural vision to balance the heritage of the hotel with the contemporary additions and offerings. Keeping the brand architecture under consideration, we were conscious to create a degree of unity amongst the sub-brands whilst also clearly differentiating them, so as to avoid issues with patrons confusing the vendors of the hotel as had been an issue in the past.
Scope of work:
- Identity Positioning
- Comprehensive Brand Identites
- Art Direction
- Colour & Typography Palettes
- Brand Voice
- Naming & Taglines
- Advertising Concepts
- Social Media Templates
- Comprehensive Style Guide
- Comprehensive Cultural Guide
Note: This case study includes work developed that was not adopted in the final vision. Application of the brand to touch points not included in this case study was not completed by Studio Papa.
“Our competitors are mainly cookie-cutter hotels of international brands. Being a newly refurbished heritage listed boutique hotel, we will offer our clients a unique experience, which both engages with the history of the locality and creates a new energy from the contemporary facilities and spaces.”
If The Melbourne Hotel is to be remembered in consumers minds, we need to consider how the role of the brand will help it differentiate in the marketplace.
Embrace your point of difference against your key competitors. Become more contemporary than the Terrace Hotel but with more heritage than Alex Hotel to establish your unique position in the marketplace.
As an acknowledgement to the heritage of the hotel we decided to take inspiration from one of the beautiful signs in the facade of the building. Whilst the typesetting of the original logo would be too eccentric in it’s current setting, we knew we could adjust the setting to have a contemporary feel with heritage roots.