Standing at the intersection of three worlds, both Mayfair and Soho’s reputations precede them on a global scale. Marylebone is known to Londoners as a residential area yet is perfectly positioned for city exploration. We needed to make The BoTree’s location the go-to destination for guests, combining the secrets of ‘Marylebone charm, Mayfair chic and Soho originality’ to elevate its positioning, both geographically and within hospitality.

From a series of stakeholder interviews, bolstered by market research both in and out of category, our strategy team developed brand territories using collated insights. At the crux of our findings was The BoTree’s core belief in “conscious luxury”– the idea that high-end experiences can be created without costing our planet or humanity. 

From there, our creatives crafted The BoTree’s positioning statement with supporting pillars, their brand narrative and manifesto, personality and how that translates into tone and visual identity, with examples of brand messaging to support.

Because luxury is loosening up – no longer relegated to stuffy facades – our creatives wanted to explore how a quirkier brand identity could come to life across every channel without being offbeat. Demonstrating the distinction between differentiation and alienation. 

By animating The BoTree’s refined identity across digital interfaces, marketing assets, visual merchandising, property decor and more, the entire team – from interns to c-suite – can grasp every possible physical manifestation of their new brand, grounding them in The BoTree.