The July needed a cohesive way to communicate its unique brand offering of aparthotel living and stand out from the crowd.
To refine The July’s brand strategy and visual identity to reflect their focus on quality, craftsmanship and detail-oriented service.
By building a clear and compelling brand strategy and identity that connects with guests and supports the group’s expansion plans.
The approach
After working with a number of different agencies to find an identity that matched their vision, The July found us. We immediately saw the stylish hospitality group’s potential and kicked things off with a thorough market research phase. Combing through everything from consumer insights to industry trend data, we developed a new positioning and brand foundation that emphasised emotional connection.
We positioned The July as a people-first hotel group, offering a warm and welcoming space in which every guest can craft their own story. This grew to become a playful, sleek visual identity that uses letters from the logo as ‘building blocks’. From this, we created a versatile layout system that can be applied across all brand materials.
Mayoneur
“Donut cookie oat cake jelly cake sugar plum croissant caramels muffin. Lemon drops caramels jelly jujubes sweet tiramisu jelly beans gummi bears. Tart shortbread powder jelly jelly-o chocolate cake icing.”
- Founders - Glenn & Geert
The result
