Phelan Holdings, owners of The G Hotel in Galway, Ireland, asked Luxury Branding to ‘codify’ their first hotel with view to rolling the concept out into a number of other boutique properties currently under development at that time. The brainchild of Irish milliner to the British Royal household, Philip Treacy, The G is a flamboyant re-interpretation of the ‘design hotel’ concept that went far beyond the hardware standards of many of its competitors. What it lacked was a correspondingly impressive software or service philosophy to ensure a cohesive guest experience. I assisted Piers Schmidt of Luxury Branding in the market analysis and hotel audit, as well as a series of business strategy and brand definition workshops held at The G with the full client team. Our outputs were a series of target guest profiles, a full brand blueprint, naming strategy, brand architecture and service philosophy. We then worked with John Rushworth of Pentagram design in London to create a striking visual identity system for the new brand.