The Eton Collection comprises of luxury boutique and town house hotels in London, Leeds and Edinburgh. The hotels offer an array of interior styles from classical to contemporary. They required an identity

that was ‘established yet modern’ to work seamlessly across the group.

This was achieved by using a singular typeface, Rotis, for each hotel name with their respective locality placed underneath. The design language was intentionally simplified allowing images to support a refreshing tone of voice, giving these unique hotels a visual and written consistency.

Copywriter Sarah Rayner