From the outset, the ambition was to create much more than a visual identity; the goal was to build a fully immersive brand experience that would resonate across each touchpoint, from print and digital applications to the interior and spatial environment itself. We worked closely in partnership with Interior Architects Space ID to ensure this was all unified throughout the space.

At the centre of the concept was our brand hero and fictional character William Holme, a late 19th-century explorer and traveller with a passion for discovery. His creatively embellished life and travels became the foundation of the brand, influencing both the visual identity and the interior styling. This allowed the interior spaces and brand assets to feel collected and personal, as if shaped by a lifetime of exploration. Every aspect of the new brand was considered, with historic photographs, maps and artefacts used to tell his story.

The apart-hotel features four suites, each inspired by a different location that William experienced on his many journeys to build on the brand narrative: the Moroccan Marrakesh Suite, the Pyrenees-influenced Andorra Suite, the chinoiserie Peking Suite, and the contemporary New-York, London, Dubai inspired Pioneer Suite.

The primary logo adopts an intentionally minimal approach, taking the form of a simple wordmark set in a traditional serif typeface with a subtle modern edge. This simplicity ensures a sense of timelessness and sophistication, allowing the storytelling and interiors to take centre stage. Alongside the main mark, a series of suite-specific logos were developed to give each space its own identity while maintaining consistency across the brand. These marks act as subtle signifiers, reinforcing the individuality of each suite while ensuring they all echo the same visual aesthetic.

The design application adopts a layered, textural approach, combining evocative photography of the interiors and personal travel photos with memorabilia and keepsakes collected by William Holme, set against a rich and considered brand palette. This creates a cohesive visual language, acting as a natural continuation of the story told within the interiors of Sanctuary Knocker.

To ensure the brand had an appropriately contemporary feel, a series of patterns were developed from the shapes within the suite logos. These patterns introduced a modern layer to the identity, ensuring it felt current and relevant when subtly applied across interior elements. This is very apparent when viewing the suites shower screens and furnishings, which add texture without overwhelming the spaces.

Overall, the project combines storytelling, design, and environment to create a brand that feels thoughtful, distinctive, and cohesive, offering guests an experience that is both elegant and immersive.

To discover more about William’s story or to book a stay visit www.sanctuaryknocker.co.uk