Re-branding St. James’ Court: A Taj Hotel
When Taj group took the complete ownership of the hotel (previously known as Crown Plaza), they decided to rebrand it.
The new identity was inspired from the hotel’s classic English heritage and architecture. The design system developed featured key elements from the hotel’s original Shakespearean frieze and architectural details.
The space inspired me to create these bespoke illustrations, which captured the character and motifs of the frescos and carvings. They were paired along with a distinctive colour palette keeping in mind the refreshing English charm, and which helped establish a sophisticated, yet warm and contemporary brand.
The comprehensive rebranding program involved designing over 100 collaterals including stationery, hotel amenities, promotional collaterals, and signage amongst others.
