For a small boutique hotel, The Harrison has garnered a reputation as the place to stay in Belfast for a certain tuned in audience; drawn to its attitude and authenticity, the character of each of the uniquely styled rooms, attention to detail and focus on service. Popular with the art scene and a big advocate of live music, literature, poetry and cinema, The Harrison effortlessly weaves events and hospitality around the sleeping experience of their trusted guests.
We were appointed by Melanie Harrison to build a stronger foundation for the business that had recently gone through significant expansion. Our role was to create a new chapter, to define the brand and its visual language across all communication from print to digital.
Many conversations and much research later, we began the process of translating our findings into a strategic approach with actionable marketing and brand solutions that would ensure a journey to success that supported and maximised business growth.
Over 6 months we developed a new identity, tone of voice and visual narrative that was greatly informed by the hotel’s own journey and organic growth. It was our job to observe the customers, the staff, and the craft the new and rich storytelling of this colourful place. We’ve retained that eclectic feel, nothing feels contrived, but every word, every action and every visual is a product of our creative and strategic approach.
We wanted to capture the true spirit of the place which clearly has Mel’s passions and influence all over it. It’s an approach that we use regularly which we find leads to the most authentic and interesting outcomes. The work speaks the speak and walks the walk dictated by the hotel.
As well as a new logotype the new identity system employs a series of semi-circle groupings that reference the buildings ‘bow’ windows in the 4 buildings occupied by The Harrison. The bows are used with a mixture of constraint and where necessary we deploy what we call the ‘exploded bows’. The rich colour palette is a reflection of the hotel’s Victorian heritage.
Our team worked across all customer touch points, developing first a customer experience strategy and activation across the website through to socials and a bespoke digital in-room compendium, referencing house services & general info, what’s on in the city guide , eating out and bar recommendations as well a comprehensive concierge service.
The work here leads with a short film, The Incognito Claus, written, directed and shot in house by Chris Martin and Ellie McDowell. We used this as a key part of the rebrand launch drive, presenting The Harrison in all its finery ready to host its eclectic mix of customers and the most important customer of all.
View The Harrison Website HERE
