Client
The Methodist Church
Project
Hotel signage
Branding an Ethical Hotel with Soul and Style
The Methodist Church commissioned us to create a comprehensive suite of interior and exterior signage for The Wesley Camden, an ethical hotel emerging within the historic Camden Methodist Church. Our brief was to respect the building’s heritage while reflecting the energy and creativity of its central London setting, shaping a brand that would appeal to modern travellers seeking both purpose and personality. The Wesley Camden is particularly distinctive as the first hotel to be housed within a church, offering a dedicated worship space for guests to use throughout their stay.
Creative Approach
Working with a Grade II listed building in a conservation area required a sensitive approach that respected architectural heritage whilst establishing a contemporary hotel brand. The project needed to generate awareness and excitement around this unique hospitality concept before the hotel opened, balancing reverence for the building’s spiritual history with the vibrant character of modern Camden. We are also developing signage at their sister hotel in Euston.
To reflect the hotel’s ethos and urban setting, we created a striking suite of neon icons paired with the playful, memorable strapline: “Eat, Sleep, Pray, Repeat.” This vibrant identity balanced the spiritual roots of the site with the dynamic nightlife of Camden, establishing a brand that felt both meaningful and contemporary.
With the hotel still under construction by Morgan Sindall, we developed the exterior hoarding and portacabin signage, whilst we developed signage concepts along with detailed planning drawings for submission to Camden Council, ensuring all proposals were sympathetic to the listed building and conservation area requirements but most importantly, ready for the Hotels launch.
Our scope included:
- Complete signage suite for a Grade II listed building
- Development of icons and brand strapline
- Illuminated neon signage for main lobby and key areas
- Comprehensive wayfinding system across multi-level layout
- Acrylic directional signage and graphics
- Exterior signage concepts and planning drawings for Camden Council
- Full setting-out documents for implementation across all floors
- Heritage-sensitive design approach for listed building and conservation area
Outcome
The visual identity successfully bridges heritage and innovation, establishing The Wesley Camden as an ethical, engaging hotel experience that is unmistakably Camden whilst respecting the building’s protected status. From planning to implementation, our work laid the foundation for a brand that resonates with travellers seeking both purpose and personality in their accommodation.
