White Line Hotels

Creation of a bold and confident brand which represents both the attitude and diversity of the White Line Hotels collection.

We created an emotive expression of the White Line Hotels brand; a bold signature that defines the personality, and attitude of their diverse collection. We positioned White Line Hotels as the number one choice for the creatively motivated traveller looking for a richer travel experience.

A language of duality and non-conformity came to the fore while working with the client, which influenced the tone of voice, visual language and every touchpoint of the brand, including playful icons and tactile stationery.

For their new website, we created an online voyage to beautiful destinations, enriched and intertwined with stories and collaborations, highlighting a taste of the good life made simple. With more editorial content, the personal scrapbook nature of the collection is represented with paper textures, brushstrokes and hand-drawn illustrations.

We also developed their bi-annual publication, evolving their newspaper into a comprehensive travel guide that takes you on a journey to each of their hotels. Making your heart ache for escape deeper than ever before with beautiful imagery, typography and print.


It is rare to find a partner that not only understands where you are now, but challenges you to think beyond the future while at the same time delivering on cue, within budget with patience, they apply creative direction and inquisitive thinking. Their approach is familiar, mature and intelligent - making them more than just another creative agency.

Iain Ainsworth

Founder, White Line Hotels
Logo for lifestyle travel brand White Line Hotels
Luxury business cards for White Line Hotels

Contrasting paper textures used on stationery highlighted the duality that’s found throughout the brand.

Illustrated brand icons for lifestyle travel website White Line Hotels

Surprising combinations were chosen to represent each of the collection’s edits in these hand drawn illustrations.

Mobile travel website design for White Line Hotels
Luxury printed travel magazine The Aficionados

We brought together all aspects of the brand in The Aficionados, White Line Hotels’ bi-annual publication.