Town Hall Hotel — Brand Positioning of a Luxury London Landmark

Bringing Story and Place to the Fore

The strategy centred on reconnecting the hotel to its civic past while introducing a lifestyle-led brand world rooted in East London culture. We repositioned the hotel as “history, reimagined for the modern traveller” — blending local storytelling, quiet luxury, and editorial-style content to reflect a more culturally engaged, experience-seeking guest.

Building Cultural Relevance with Local Partnerships

To bring the positioning to life, we encouraged a shift in guest experience and collaborations. This included:

• In-room partnerships with local makers (e.g. artisan soaps, East London roasters)

• On-site exhibitions and cultural events — including a photography series from Oasis’ tour photographer

• A refreshed tone of voice — confident, warm, and editorial, reflecting the guests it was built for

• A content direction focused on lifestyle and discovery, moving away from static interior imagery

F&B Sub-Brands That Enhance the Experience

As part of the repositioning, we supported the creation of distinct hospitality offerings:

• Da Terra, the Michelin-starred restaurant now acting as a major destination within the hotel

• Silkweaver, the signature cocktail bar, was given its own refined brand identity — with a custom logomark, tone, and print collateral that balanced elegance with intimacy

These sub-brands were carefully integrated into the overall brand architecture while adding depth, relevance, and a clear leisure appeal.

Visual & Verbal Refinement

To align with the new positioning, the visual identity was subtly refreshed. We reintroduced historic details drawn from the council chamber and paired them with contemporary design choices — creating a brand language that felt timeless, calm, and distinctly East London. The messaging followed suit, offering charm, confidence, and cultural curiosity at every guest touchpoint.

A Modern Classic with a Clearer Story

Now poised to connect with a new generation of leisure travellers, Town Hall Hotel presents as more than a place to stay. It’s a destination in itself — one that reflects its roots while embracing modern hospitality through story, design, and experience.