Macdonald Hotels.

Run by real hoteliers with a genuine passion for dining and accommodation, Macdonald Hotels & Resorts are a group of 45 hotels across the UK. Each of these high-end stays has their own individual style, offering visitors a unique experience.

Looking to re-engage their audience and convey the true breadth of their offering, The Curious were charged with a variety of branding and design tasks. The goal? To highlight the individual offerings while tying them all together.

Creating a nationwide brand campaign

We were first appointed to create a brand-led advertising campaign that stretched across all of their digital and print marketing activities. The core focus was allowing the brand to feel inclusive but still aspirational in order for the campaign to appeal to their target customer. It also needed to feel relevant to all of their venues across the UK, bringing them together.

The result was based around the concept of ‘Widest Choice. Warmest Welcome.’ To accompany this, we created a number of maps of various locations to help elevate the visitor experience and really drive home the ‘warmest welcome’ aspect of their brand.

Branding individual restaurants

Following the success of their hotel campaign, we moved on to bespoke branding for several of their restaurants. Certain flagship hotels were also home to flagship restaurants, which received their own identity. Each project was treated individually in order to really capture the individual experience offered at each venue.

Building identities for various audiences

With such a wide offering of venues, it was clear that Macdonald Hotels would have a number of different audiences, too. From holiday camps and kids’ clubs to corporate days, we worked on a variety of marketing materials and campaigns.

The branding was tailored to each target audience while taking care to preserve the core brand DNA. This allowed us to connect with the wide variety of people they wanted to talk to in a way that still conveys the essence of the Macdonald brand throughout.

Build your own brand architecture

Based in Shrewsbury and working with brands worldwide, our results-driven brand design agency will help you create a brand architecture that allows each area of your business to thrive. Whether you want to keep everything separate, connected, or somewhere in between, we’ll create a brand architecture that keeps everything organised and your messaging clear.

Sound good? Speak to our brand designers and let’s start your project today.