Client: The Gleneagles Hotel
Project: Various
Our two specialist teams (Architecture & Interiors and Branding & Graphics) enable us to work in a multi-disciplinary way and provide a truly holistic brand solution. The Gleneagles Hotel & Resort is one client which has benefitted from this capability.
For nearly two decades our Architecture & Graphics team worked on projects as diverse as The Strathearn and Deseo restaurants, The Dormy Golf Clubhouse, The Leisure Club and the Johnnie Walker Blue Bar, while our Branding & Graphics team focussed on Gleneagles’ brand identity and marketing collateral, and on the branding and collateral for Glenmor, the seasonal ownership village in the grounds of the resort.
We worked with the hotel for over a decade on a diverse range of interior design projects. The most recent was the redesign of the hotel’s leisure club. Briefed to deliver a step change to the look and feel of the club we created a luxurious environment, which is much more reflective of Gleneagles’ award- winning reputation and status.
The new leisure club has a distinct sophistication with separate adult and family zones. All of the elements of the design combine to create the perfect ambience for guests, with a contrasting light and dark colour palette across both pools, highly tuned mood lighting, long perspectives and water reflections all employed to encourage relaxation. The influence of the hotel’s surrounding landscape has also been brought into play with dramatic effect. The previous outdoor pool has been transformed into a new ‘Alpine Onsen’, combining the look and feel of a hot spring with the mystic tranquillity of the local Highland landscape.
When it came to the hotel & resort’s branding and graphics requirements our team helped define the Gleneagles brand - both from an external consumer and an internal employee perspective - and then created a new visual identity, crafting a new brandmarque which brings to life the brand’s location, its golfing heritage and its pride in its Scottishness. We also created a new primary typeface, and among the first people to employ on marketing collateral for the hotel, the activities it offers and Glenmor.
The branding project culminated in creation of Brand Guidelines to support Gleneagles Brand and Marketing teams and its external agencies. These guidelines encompassed every aspect of the brand, the visual identity standards, imagery and exemplars, the latter to provide inspiration as well as information.
