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absolute creativity fit for a queensberry
The owners of Bath's leading boutique hotel, The Queensberry, have called upon Falmouth-based design agency Absolute to ensure they stay one step ahead of the game. Set in the heart of the Georgian city centre, the elegant 29-bedroom property has undergone a series of major interior improvements since it was bought by experienced hoteliers Laurence and Helen Beere back in 2003. In an increasingly competitive sector, they have now tasked Absolute to invigorate The Queensberry's marketing and communication materials and create a fresh and sexy brand strategy that will successfully carry the project forward.
The Beeres have over 40 combined years of experience at the pinnacle of the hotel industry, a sense of flair, and a meticulous eye for detail and service that has already brought The Queensberry to life in its own luxuriously quirky way. An amalgamation of four period town-houses, The Queensberry, together with its acclaimed Olive Tree restaurant, is a boutique masterpiece that mixes elements of the eccentric (such as the incredibly unusual drinks list) with a genuine and welcoming sense of high-class opulence (reflected in such details as the complimentary shoe-shine and the state-of-the-art technology found in every room). Absolute, working with its Cornwall-based PR partner, Excess Energy Communications, is now overseeing the seamless fusion of this brand philosophy into the design and delivery of an ongoing integrated strategic communications campaign covering everything from
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the Queensberry brand personality and tone, website and customer loyalty schemes to its advertising tools and the local, national and international PR.
"We have worked very hard and put meticulous detailed planning into the creation of our very individualistic hotel and we now realise that it is time for us to do the same with our brand and our communications," says Laurence Beere. "Absolute are experts in this field with an outstanding track record and we've been impressed by their work for other hotels, so they were an obvious choice. In this current climate you can't simply rest on your laurels. We know ourselves that we have created something truly special however it's vital that we are portraying that to past and potential guests at every opportunity. Our reworked brand and new communications strategy is going to be working as hard for the hotel as we and our staff do. Having a solid and effective brand that accurately gets the right message across is essential and Absolute's work is already making a hugely positive impact."
Helen Blake, the Managing Director of Absolute Design adds: "Our experience in the sector has shown us exactly why really bringing the spirit of a hotel brand to life works so well. The Queensberry already has a quirky character and a superior proposition and all of that was just waiting to be lured out! Working together with the Queensberry team and with Excess Energy means we can build the new hotel brand and continually highlight all of the key messages. We're enjoying seeing it all come alive."
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absolute tackles the creative cavity in UK dentistry
Just say Ahhhhhh! The people in white coats - dentists that is - are looking to Falmouth-based design agency Absolute to add a little sparkle and shine to the profession that has traditionally struck fear into the hearts of many a man, woman and child. Having won the contract to transform Cheltenham's 'The Dental Practice' into the healthy teeth haven now known as 'Illume', the Absolute team's holistic approach to brand and interior design is helping redefine the patient experience.
Acknowledging that, in recent years, dentistry has become an increasingly privatised and lucrative business, the owners of 'The Dental Practice', Tim Rumney and his wife Ali, called on Absolute to ensure that the quality of their brand would match the high standards already being set in terms of their clinical expertise. Absolute is now working closely with them to deliver a multi-layered design strategy that will infuse not only the business name and marketing materials, but also the building interior, the uniforms, and the approach to customer service with a sense of both genuine warmth and whiter-than-white professional excellence.
"The first step was to create a brand concept that balanced clarity and professionalism with friendliness and informal, familiar comfort," says Absolute's brand manager Simon Thomason. "Illume was the final result - it's a dramatic evolution in terms of the business name but it also speaks volumes about where dentistry is heading. Forget stuffy waiting
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rooms with dog-eared publications and drab treatment rooms with ugly décor. People in the UK are now demanding that a visit to the dentist is more akin to that of a spa than a traditional clinic. With that in mind, we are now looking to develop the interior of Illume into a place where the patient can feel even more relaxed, pampered and expertly treated. Illume is a visionary development and it champions the importance of doing things properly."
Absolute already has experience in the dentistry sector, having successfully re-branded Breathe - the leading dental business coach consultancy. The agency is also supporting a number of other independent private practices through the re-branding process.
"Brand development is now more important than ever to the dentistry profession," concludes Illume owner Tim Rumney. "Absolute has a proven track record across a variety of industries and we knew they could deliver the goods while keeping our aims and needs paramount. Their experience with the spa and hospitality sector means they are experts at creating environments in which the customer experience is one hundred percent positive and pleasurable - and that's exactly what we're looking for. The client reaction so far has been extremely good and we are really looking forward to the next phase. The world of the dental practice has never been so exciting!"
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absolutely hot to trot!
one of Absolute Hotel's most talked about interior design jobs - the art deco influenced St Moritz Hotel near Rock - has hit the Conde Nast Traveller Magazine Hot List 2009. That means a panel of the world's pickiest travel journalists have rated it as one of the 70 coolest hotels on the globe. Hot or Wot!
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truro library is getting a facelift...
absolute's brand and interior team have been busy re-designing truro's library into a 21st century resource and learning environment for the general pubic. Watch this space for more information...
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