the dorchester
Defining the future of a hospitality legend
Brand Strategy
Brand Creation
Brand Guidelines
Art Direction
Print & Packaging
Production Management
Brand Communication
INSIGHT
The Dorchester takes its name from the Earl of Dorchester who once had his London home on the site this legendary hotel now occupies. His house was known as ‘Dorchester House’, and while the buildings have changed over time, the name has remained. A bastion of London life, The Dorchester will always be the destination for those who make the world turn. In 2023, ahead of a refurbishment and reopening, ‘The Dorch’ approached Construct to support the full brand transformation of its eponymous hotel. As one of the world’s most valuable hospitality assets, this required careful consideration. The work needed to honour The Dorchester’s heritage, share a future-proofed vision of modern luxury and create clear differentiation in a city brimming with iconic luxury hotels.
IDEA
The project began by reaffirming The Dorchester’s unique standing. Nearly a century ago, it hosted tastemakers who ‘made the world turn’. Our challenge was to create a revitalised direction appealing to today’s connoisseurs, while taking creative cues from its illustrious heritage. The Construct team immersed ourselves in research, examining every historical detail, from crest and logotype, to palette and pattern. Architectural elements inspired the reimagined crest and logo, while a new typeface with historic roots provided subtle, considered modernisation. Previously lacking a signature colour, The Dorchester now features a distinctive cool and warm palette, punctuated by an ownable chartreuse drawn from a 1930s silk wallpaper in the original hotel. This acted as a symbol of the property’s dynamic yet timeless elegance. A refined monogram of interlocking T’s and D’s was also introduced to elevate packaging and collateral.
IMPACT
Over a twelve-month collaboration, Construct’s Strategists, Designers, Project Managers and Production team delivered a comprehensive brand transformation across more than 100 touchpoints. The refreshed identity tells a story that reflects modern London: brave but polished, establishment and anti-establishment, charming yet unexpected. By revering The Dorchester’s rich heritage while evolving its crest, palette, and visual language, we created a cohesive and flexible identity that performs seamlessly across property, digital platforms and collateral. The result is a modern luxury narrative that honours the past while positioning The Dorchester as a leader in the next era of hospitality excellence.
WITH THANKS TO
