Luxury Branding was asked to help define and launch a hotel management company for what was then the Dorchester Hotel Group, owned by the Sultan of Brunei, in order to assist in the acquisition of third party management contracts. I was charged with a full competitor brand review of the luxury hotel market, internal and external stakeholder interviews and a communications audit for all five of the hotels, as well as the group. I was also involved in ongoing client presentations and business strategy workshops. John Rushworth of Pentagram London looked after the visual identity and the newly named Dorchester Collection has since grown to include four additional properties in London, L.A, NYC and Ascot in the UK.