Vesper Hotels
The Brief
Vesper operates a small, growing group of design-led city hotels, each with its own local character. The challenge was building a single identity system flexible enough to respect that individuality across wayfinding, print and digital, without fragmenting into six unrelated brands.
The Approach
We built a strict master system — typography, grid, signage logic — paired with a deliberately open colour and material palette that each property customises to its city. Wayfinding was designed first as a physical system, then translated back into the digital booking experience so the two never feel disconnected.
A city-agnostic signage kit with locally adapted materials and finishes
A booking site architecture that surfaces property character before generic amenities
A print system for in-room collateral shared across all properties
The Result
The system now underpins every current Vesper property and was built with enough headroom to onboard new hotels without commissioning a new identity each time — a direct answer to the group’s expansion plans.
A hotel group’s brand should feel like a family resemblance, not a uniform.
Project type
Infrastructure Guide
Industry
Infrastructure / Technology
Creative Tools
Six properties, six personalities, one family resemblance — that's exactly the balance we needed. The signage kit and booking architecture have made onboarding new hotels dramatically simpler.
Elin Vasko
Brand Director, Vesper Hotels
