Challenge /

The Cumberland Hotel has always stood for those who dare to stand out. But to live up to that belief today, the brand needed more than a manifesto - it needed shared clarity.

The difference /

Through strategy workshops with the leadership team, supported by guest and team insight, the brand’s iconic spirit was translated into a clear, actionable framework. Where icons belong became the organising principle for the brand. From there, we built a bold, flexible identity system that helps teams make confident decisions and brings the brand’s attitude to life, consistently. A belief, made usable. An icon, built to last.