Work Slotshotellet
A historic hotel, completely rebranded.
Slotshotellet is a hotel in the centre of Aalborg, Denmark. During the pandemic, many hotels closed their doors, but very few saw it as a chance to grow. Slotshotellet was one of them: it used the quiet days to its advantage and completely rebranded, a challenge we were happy to take on.
The hotel wants to be the first choice in Aalborg for local experiences, mixing old and new. Just as Aalborg blends its industrial past with a modern, inventive spirit, Slotshotellet brings together its historic roots and today’s technology. The name means “The Castle Hotel”, and the visual identity had to live up to it.
Brand positioning and attributes.
The hotel's personality is a discreet blend of its history and a modern approach to hospitality. It honours its heritage and wins guests' loyalty by connecting with them emotionally, every time. It wants to show guests what's worth seeing in Aalborg, including the city's hidden gems. And technology makes the stay easier, from booking to check‑out and beyond: self check‑in, express check‑out, keyless room entry, digital welcome packs, parking and much more.
The logo and typography.
The key to the visual identity was turning the hotel's unique personality into clear visuals that are easy to understand. The logo is made of nine uneven lines that form a crown. For the typography, the key was again blending old and new: a classic serif for headlines and a simple sans serif for body text.
The challenge.
On a project of this size, the biggest challenge is making all the design elements work together, so that old and new become a single picture without losing any of the brand’s values or message. We looked at every place where guests come into contact with the brand. Photos matter enormously for a hotel, so we planned several shoots, with the team and in the rooms, to show the hotel’s values in one consistent message.
Training the team.
For a visual identity to work as intended, consistency and correct use are key. So we created a brand manual and trained all the hotel’s employees to use the materials we made: the logo, the email signatures, the contract templates and the other documents.
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