Brand identity & experience design

Client Small Luxury Hotels of the World

My role Creative director and lead designer across brand identity and website.

The brief Redesign the website for Small Luxury Hotels of the World, a curated collection of over 500 independent boutique hotels across more than 90 countries. The brand needed a visual identity and digital experience that matched the character of its hotels: independent, intimate and genuinely luxurious, standing apart from the big chain players.

What we made A new visual identity and website designed to feel less like a booking platform and more like a journey. The design language leant into discovery and atmosphere, reflecting the brand's positioning around independently minded travellers seeking intimate, one of a kind experiences. The identity and digital experience were built together from the ground up, so the brand held consistently from first impression through to the moment of booking.