I hand illustrated key elements to develop a design system inspired by the hotel's original Shakespearean frieze and architectural details.
St. James’ Court: A Taj Hotel
Re-branding
Role
Brand research, strategy & development | Illustration | Collateral design
Project Goal
When the Taj Group assumed full ownership of the hotel formerly known as Crown Plaza, they opted to rebrand it. Originally opening its doors in 1902, the St James’ Court Hotel was renowned as one of London's finest, hosting distinguished visitors, including guests of nearby Buckingham Palace.
Credits
Team at Tata Elxsi
The new identity elegantly captured the essence of an authentically English experience, complemented by the Taj brand commitment to global service standards.
The extensive rebranding initiative encompassed the design of more than 100 collateral items, including stationery, hotel amenities, promotional materials, and signage, among others.
Excerpts from the brand standards manual.
