The Priveé Collection | Brand Identity, Website Design & Brand Book
Created for The Priveé Collection
Role: UI/UX Designer — Brand strategy, identity design, website, brand guidelines
The Priveé Collection is an independent luxury hotel concierge service offering exclusive access to four of London's most iconic hotels — Claridge's, The Connaught, The Berkeley, and The Emory. The service existed, the Maybourne relationships were real, but the brand didn't. There was no visual identity, no design system, no digital presence — just word of mouth and a Gmail address.The founders needed a brand that could walk into a room at Claridge's and not feel out of place. Something that communicated insider access without shouting about it. Quiet authority, not performance luxury.
Product Design
What I did
01 — Brand Strategy & Positioning
Defined brand DNA, target audience, archetype, and tone of voice. Mapped differentiation against Quintessentially, Virtuoso, and Maybourne's own channels.
02 — Logo & Visual Identity
Three-tier logo system: primary wordmark with custom Pencerio ligature, hotel-facing mark, and compact monogram. Safe zones, minimum sizes, background rules.
03 — Website Design
Multi-page website — homepage, hotel pages, room listings, booking flow, about, and confirmation. Editorial photography with burgundy gradient overlays, alternating cream sections.
04 — Brand Book
Full brand guidelines: 10-colour palette (HEX, RGB, CMYK), Baskervville + Manrope type system, photography direction, graphic assets, composition grid, moodboard.
Outcome
The Priveé Collection launched with a brand that belongs in the spaces it represents. The website converts enquiries through a single booking form — no accounts, no credit cards, no friction. The design system ensures every touchpoint — from Instagram to email signatures — speaks with the same quiet confidence. The brand book gives the team everything they need to grow without the brand drifting.