Suited was asked to develop a new brand strategy and design standard for Hallmark Hotels in order to bring a cohesive design to a diverse portfolio.

The Hallmark, as used by the official British Assay office, is a stamp given to a precious metal to certify the purity, fineness and authenticity of a product. We used the notion of Hallmarking metals to define the new Hallmark brand.

Future Hallmark Hotels will , as a consequence, always use the following criteria for development and refurbishment of its hotel portfolio:

• Pedigree: Respect and acknowledgement of the properties history.

• Craftsmanship & Ownership: Each property will have an individual signature and character.

• Quality: Setting the base standard of quality for the Hallmark brand by taking the best of the existing brand and making it better.