Case Study: Maybourne elevates its luxury brand with FutureBrand

Maybourne unites 4 iconic hotels with FutureBrand

FutureBrand partnered with Maybourne, the owner of iconic London hotels including Claridge's, The Connaught, The Berkeley, and The Emory. The customer's challenge was transitioning from a silent partner to an internationally recognized, consumer-facing luxury brand to support its expansion into new experiences and properties.

The solution from FutureBrand involved developing a new brand strategy centered on the idea "Stories of Distinction," which was brought to life with an elevated visual identity. This included the creation of the Maybourne Tapestry artwork, a new monogram, script typography, and a teal color palette. The strategic redesign successfully united the hotel portfolio under the Maybourne brand while celebrating each property's individuality, fostering greater recognition and engagement and positioning Maybourne as a leading name in ultra-luxury hospitality.

Maybourne