Sir adam (noord, amsterdam)
sir albert (de pijp, amsterdam)
sir savigny (Charlottenbourg, Berlin)
guest information — sir nikolai, hamburg
email & banner campaigns
We created a new identity, tone and philosophy for Sir — bringing personality, wit and humour through design, copywriting, photography, illustrations and experience design.
We've given each hotel a loose theme and its own photography, illustrations and colour palette to play up its unique character, while still fitting into the overall Sir family. For example, Sir Adam in Amsterdam is located in A'DAM Toren with its music studios and music clubs, so music becomes a key theme in that hotel's look and feel.
The photography brief for each hotel was to capture snippets and moments as if they were taken as stills from a film. The illustrations convey style humour and important details of the hotels and the neighbourhoods where they're located. They appear in subtle ways throughout the hotels, as well as on social media and in other communications.
Ultimately, we reimagined everything from print ads and the hotel signage, all the way to the do not disturb signs and Instagram posts.
Creative Direction & Art Direction: Angela Lidderdale
Copywriting: Zack McDonald
Graphic Design: Angela Lidderdale, Paz Gutierrez
Illustrations: Marcus Oakley