The Abbey Hotel has a brilliant city-centre location. What it lacked was a vision to lift it above Bath's crowded tourism market. That was our signal to delve deep into the city's culture and the building's history.

The hotel's connections to Bath's movers and shakers were a route into a creative Bath beyond the tourism clichés. The hotel could become a centre for creative experiential getaways. The identity builds on the concept through splashes, swirls, and smears of paint. For a guest-friendly human touch, we added quirky phrases that tap into hotel guests' own love of art.