The Midland is an iconic hotel in Manchester’s city centre, currently owned by QHotels group. Ahead of their bold reinvention of The French helmed by Simon Rogan, we were tasked with refreshing The Midland brand, making sure that it reflected the hotel’s unique and contemporary style, without ignoring or diminishing the hotel’s rich history.
Rather than creating a brochure that promotes the hotel itself, we created a magazine that was focussed on where The Midland fits into the history of Manchester. We then experimented and decided to pair the new approach with a revised colour palette, photographic and typographic style – before arriving at a new Midland brand.
The result was a 24 page magazine that covered topics as varied as the city’s festivals, the history of afternoon tea and Manchester’s technological prowess. This branding has been rolled out across The Midland’s press advertising, printed literature and email campaigns, and continues to be used to this day.