Luminary Group

The Challenge

Luminary Group operated five boutique hotels, each with a distinct character, but lacked a cohesive brand architecture connecting them. Guests at one property had no awareness of the sister hotels, missing cross-selling opportunities. The challenge was creating unity while preserving the individual personality that made each property special.

Our Approach

We developed a flexible brand architecture using a master brand with endorsed sub-brands. The Luminary master brand provides a quality assurance umbrella while each property maintains its unique visual identity within shared structural guidelines.

1. 1Multi-property brand audit across five locations
2. 2Guest journey mapping at each property
3. 3Master brand development with flexible sub-brand system
4. 4Environmental design guidelines for signage and wayfinding
5. 5Digital ecosystem design connecting all properties
6. 6Staff brand training materials and workshops

The Outcome

The new brand architecture successfully created a family feeling across all five properties while celebrating their individual identities. Cross-property bookings increased by 34% in the first year. The system is designed to scale seamlessly as Luminary Group expands their portfolio.