FABRIC OF SOCIETY
Where luxury meets the street
LUXURY HOSPITALITY & HOTEL BRANDING
Branding for exclusive destinations, private clubs, wellness memberships, and luxury travel. We help hospitality leaders define a clear point of view, then express it with restraint and precision across guest touchpoints - from name and identity to digital experience, content, and launch, all guided by a clear brand strategy.
Tell Us About Your Brand
Short, quiet confidence. Built for brands where service, space, and story meet.
WHAT MAKES HOSPITALITY BRANDING WORK
In hospitality, brand is felt as much as it is seen. A guest experiences the identity through service rituals, materials, light, sound, and the way information flows. The work must be calm, consistent, and exacting - elevating the environment without shouting. We combine strategy with craft to create systems that travel from print to place to product, while staying true to the house style.
STRATEGY-LED, DESIGN-DRIVEN
We partner with hotels, resorts, clubs, wellness programmes, and travel brands.
Brand Strategy – positioning, narrative, audience, architecture
Naming & Architecture – hotel, restaurant, bar, spa, and membership systems
Visual Identity – logotype, motif, typography, colour, pattern, art direction
Guest Experience & Service Principles – tone of voice, brand behaviours, wayfinding and signage guidance
Digital Experience – website design, booking journeys, editorial content and motion
Content & Campaigns – launch creative, brand films, social, and CRM frameworks
Application – digital guidelines, packaging, amenities, uniforms, and brand toolkits
WORK THAT SPEAKS FOR ITSELF
PARTNERS IN LUXURY MARKETING
FREQUENTLY ASKED QUESTIONS
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A digital branding agency helps translate your brand into digital experiences—websites, platforms, eCommerce, content, UX and more. At SUM, we combine strategy, design, and platform thinking to ensure your digital presence feels consistent, elegant, and aligned. See how we build from brand identity into digital.
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Digital marketing focuses on performance and acquisition. Digital branding is about long-term structure—identity, clarity, tone of voice, UX, and visual consistency across platforms. It’s the foundation that makes your campaigns more effective. Explore how strategy informs both.
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Strategy, naming, visual identity, UX direction, eCommerce layout, content design, and sometimes production. Every project is shaped to the needs of the brand. For clients launching online stores, we also design custom Shopify storefronts—ensuring the experience reflects the brand and performs well across mobile and desktop. Often this follows our core branding work or supports campaign rollout.
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Traditional branding often focuses on print, packaging, or in-store experience. Digital branding starts with how the brand behaves online—on websites, in product UIs, and across content systems. It’s more architectural and often faster-moving. The two should align—but the thinking is different.
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Yes. We create custom Shopify storefronts—with bespoke layouts, brand-aligned UX, and content frameworks. From homepage to PDP to editorial content, our designs are fully bespoke. This is often paired with campaign or launch strategy.
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We support luxury and premium brands across hospitality, design, wellness, and lifestyle. Clients include Aspinal of London, Banham, and boutique hotels—alongside global names and founder-led ventures. Our role is to elevate the digital presence while preserving brand clarity and nuance.
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Most digital design-only projects take 4–6 weeks. If we’re supporting Shopify setup or build, allow 8–12 weeks. The timeline depends on complexity, platform, and content needs—but we always tailor the process around your goals.
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Yes. We design and build brand-led digital experiences—often in Shopify, but also across custom platforms. Our team handles design, development, QA and creative direction throughout. Whether you are launching a new brand or evolving an existing one, we ensure the digital build reflects the brand in full.
INSIGHTS
Explore our specialist services for luxury brands:
Luxury Branding, Luxury Brand Strategy, Content and Campaigns, Fashion Branding, and Boutique Branding.
