NORTHMACE | UK

Established in 1942, Northmace specialises in producing in-room appliances and accessories designed specifically for hotels. Championing innovation, safety and reliability, Northmace carries the distinction of having pioneered the original integrated hotel welcome tray and the hotel ironing centre.

Following an audit and strategic review, I set about creating a bold and distinctive identity to build a cohesive look and feel across the many products and marketing collateral items. With large amounts of technical data to present, a clear and easy-to-update approach to information design was essential to ensure clarity and consistency across all branded communications.

One of the aims of the project was to inject more warmth and personality into the brand, something uncommon in a sector that is typically rather cold and functional. The introduction of bold illustrations, people photography and some lively copy adds a softer balance to the crisper elements of the identity. The project scope included the logo, a redesign of the website, digital and printed marketing templates, brochures, product grids, stationery, business forms and the design of all product packaging.