The Canberra Rex Hotel has been an iconic landmark of the capital for more than sixty years.

Seeking to increase patronage to an established hotel on the CBD’s fringes, the Canberra Rex also required logical brand architecture for its internal bars, restaurants and function rooms.

When it comes to comprehensive brand strategy, where do you begin?

Conducting research on hotel competitors in the Canberran market, we assessed notable successes and trends – identifying niche opportunities to create a point of difference. Investigating unique Canberran traits and trivia through online research and real insights, we formed a brand strategy based on three novel concepts: espionage, royalty and the hotel’s suburb itself.

Experimenting with initial hotel naming, all concepts proposed rollout suggestions for brand architecture, indicating potential theming extension. Brand identities were then developed to accompany agency recommendations, offering the client a fully realised view of each concept.

Incorporating public and local knowledge of espionage in the nation’s capital, The 2612 toys with the margins of danger and secrecy to establish an identity aligned with the shifting face of Braddon. Approaching the notion of intelligence from the perspective of an international spy, the concept is sleek and daring.

Drawing inspiration from the Rex’s original name and logo, Louis 16 reinvigorates the brand with a fresh, modern twist. Pairing the name of a renowned monarch with numerals, the identity imbues the notion of heritage with a cooler, punchier feel.

Engaging a playful combination of old and new, The Braddon explores the real and imagined life of Edward Braddon, the man behind the hotel’s suburb. Contrasting visual elements bring Braddon’s background into the modern era, offering guests an entertaining and educational journey back in time.

Distributing this concept pack to a broad range of people, we initiated and analysed an informative survey on reactions to each brand – using the results to clarify opinions on naming, design and preferences overall. Survey results were shared with the client to help inform collaborative decision-making moving forward.

Returning to an earlier suggestion from the initial naming process at the Rex’s request, two new design concepts were developed, with one selected as the hotel’s main brand. Forming the basis for the hotel’s rooftop establishment The Howling Moon, the second presented identity – and its sister bar Swan & King – fit within the brand architecture of the venue’s chosen, confidential name.