Work / Halcyon
Halcyon
A boutique hotel group, reimagined
+38% direct bookings
Client
Halcyon
Industry
Hospitality
Services
Brand Strategy, Visual Identity, Environmental, Campaign
Year
2022
01 — The Challenge
Halcyon’s individual hotels were beloved, but as a group they lacked a unifying story — leaving them dependent on costly third-party booking platforms.
“Each hotel was a star. Together, they were a constellation no one could see.”
02 — The Insight
We positioned Halcyon around “the art of doing nothing, beautifully” — a coherent promise flexible enough to flatter every property.
03 — The Work
A warm, sun-bleached identity system, a property-flexible sub-brand architecture, and a direct-booking campaign that made the website the most desirable way to stay.
Fig. 01 — Halcyon system
Fig. 02 — Halcyon system
Fig. 03 — Halcyon system
The Impact
Results that move the business.
Direct bookings (vs. OTA)
Reduction in commission costs
Email subscriber growth
New properties added to the group
Shifting demand to direct channels materially improved margin across the entire group within two seasons.
A brand as relaxing and considered as the hotels themselves. Guests feel it before they arrive.
Marco Ferreira — Group Brand Director, Halcyon
