Globel hoteliers Heetons approached ud with a vision for their first boutique hotel, and wanted help to create an exciting and unique brand identity for the venture. Located in Hammersmith, the hotel was inspired by its surroundings, with a strong visual style reflected in its interior design.

Our first challenge was to define the brand and detail its DNA, so we carried out a Brand Blueprint to develop a brand strategy, tone of voice and vision. This brand story then needed to be communicated clearly through design, to achieve a strong branded interior style. Capturing the essence of Hammersmith was also a priority for the interior scheme.

The project has resulted in a hotel where small design details and innovative, tailor-made service options, combine to create a memorable experience for its customers.

The hotel’s new brand mark represents the juxtaposition between the industrial and the refined, with lettering made up of delicate lines which suggest structure and progress. Inspiration was specifically taken from the Osram Lamp & Valve works, a huge factory building which dominated the surrounding areas. While conceptualising the form and function of the hotel we found a great resonance with this example of industrialisation, which has been woven into the interiors of the building. This slice of local history also inspired the brand name, Luma Hotel.