Rooting a new brand in connection, with people, place and planet



The Challenge

The first property in the portfolio of luxury hotel collection Place III Hotels, The BoTree stands where Marylebone, Mayfair and Soho meet. A five-star hotel in both luxury and location, blending vibrant design with a conscious ethos, for those who seek a sense of belonging in the places they explore. 

As a new venture, the Place III team approached Matter Of Form to define and develop a distinctive brand identity for what The Standard would later call “Central London’s newest and ritziest hotel.” Our brief was to conceive a brand that turns locals into friends and returning guests into neighbourhood familiars. A brand that stands for connection between people, place and planet.

From initial engagement to the grand opening, our partnership with The BoTree was a joy and truly reflective of the modern luxury guest. 

Conscious Luxury

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.

For those who seek a sense of belonging in the places they explore, The BoTree is a contemporary hotel which stands where Marylebone, Mayfair and Soho meet, Offering conscious luxury and inspiring connection between people, place and planet.
Translating Character & Soul

Our visual identity work sprung from a desire to reflect the character and promise of The BoTree as well as celebrate their unique fusion of contemporary, conscious luxury and meaningful connection. We crafted guidelines to create one coherent world, bringing every facet of The BoTree together, and to life. 

Selected typography strikes a balance between playful energy as well as classic nostalgia and trustworthiness with both classic and contemporary details. Colour palette and accents pay homage to the hotel’s vibrancy while quirky layouts complemented the convivial, editorial style of the art direction.

A Brand System Set Apart

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.