Client: Luxury Family Hotels
Date: March 2012

Luxury Family Hotels operates eight amazing, large country hotels (including a castle) but with a delightfully informal, relaxed and unstuffy attitude towards guests and their children.

We’ve worked with the hotel group for several years, from creating brand identities and individual hotel websites to managing ongoing marketing communications such as enewsletters and printed materials.

Unifying a family

Our initial brief was to come up with nine coherent brand identities (including the LFH core brand itself) that reflected both the luxury offer and the easy-going nature of the hotels, ‘...as if you were off to stay with your favourite wealthy relative’.

The exterior of Woolley Grange Hotel, a Jacobean manor house hotel.
Seven logos, showing the Luxury Family Hotel brand family.

Retaining individuality

We developed nine individual marks which not only showcased the individual nature of each property but were also recognisable as part of a larger family. We then designed and built new websites as well as a host of print material to place LFH firmly at the forefront of its market sector.

The Ickworth website mocked up on mobile.
The Woolley Grange website mocked up on mobile.
The Fowey Hall website mocked up on mobile.
A Luxury Family Hotels brochure, with a photo of children playing on the front.
A double spread on New Park Manor in the Luxury Family Hotels brochure. A double spread on Thornbury Castle in the Luxury Family Hotels brochure. A double spread on Fowey Hall in the Luxury Family Hotels brochure. A double spread in the Luxury Family Hotels brochure.
Reception signage at Thornbury Castle hotel.
A wooden table with carved wooden figures of birds and a boat on it.

Art direction

Bringing to life the core brand story of laid back luxury (with the addition of kids having fun), we developed a comprehensive shot list and moodboard to set Luxury Family Hotels away from its competitors and provide a real point of difference in the busy hospitality market.

A girl and her dog running through the garden at a Luxury Family Hotel.
A mum and her son having breakfast at a Luxury Family Hotel. A vase of flowers with an oil painting hung on a wall in the background. The gardens at a Luxury Family Hotel. A child on a bed at a Luxury Family Hotel.

The portal website

Conveying the Luxury Family Hotels offer is one primary portal website. Featuring key communications such as brand ethos, videos, blog posts and special offers, this serves as a united platform for the hotels.

The Luxury Family Hotels website mocked up on mobile.
The spas page on the Luxury Family Hotels website mocked up on mobile.
A page on the Luxury Family Hotels website mocked up on mobile.
The Luxury Family Hotels portal website homepage.

The individual hotels

Extending the Luxury Family Hotels web presence, we designed and built eight standalone hotel websites. Though each retains its individuality, all are united by a clean style and simple navigational layout that makes them easy for busy parents to use. Friendly and inviting text helps to demonstrate the welcome guests can expect at each venue.

The Fowey Hall website mocked up on iPad.
The Ickworth website mocked up on iPad.
The Thornbury Castle website mocked up on mobile.
The Polurrian Bay website mocked up on mobile.
A page from the New Park Manor website mocked up on mobile.
A page from a Luxury Family Hotels website mocked up on mobile.
A page from one of the Luxury Family Hotels websites mocked up on mobile.
A page from the Fowey Hall website mocked up on mobile.
The Fowey Hall Hotel website homepage.

The impact

Having helped relaunch the brand we have communicated the LFH offering successfully through effective design, messaging and brand imagery. In doing so, our work continues to have a direct impact in terms of visibility, leading to more enquiries, improved conversion rates and, ultimately, occupancy.

Three children standing outside an LFH hotel, two holding leaves over their faces.

Animation by Lightbox Inc.

Adrian Burley, Head of Marketing, Luxury Family Hotels

Nixon Design has played a pivotal role in the rebranding and repositioning of Luxury Family Hotels on the UK and European markets. Working under pressure, the Nixon team designed nine new brand identities and launched nine new websites over a period of just 14 weeks – the efficiency of their team during this period was second to none. I would have no hesitation in recommending Nixon for creative branding, print or digital requirements.