Meridian

Meridian was launching two boutique hotels simultaneously — one in Byron Bay, one in Hobart — markets with fundamentally different aesthetics and guest profiles. A single brand identity needed to feel native to both locations without feeling generic to either.

A flexible identity system built on timeless serif typography and a shared structural language, with two venue-specific colour palettes that reflect each location's character. Print collateral designed to Australian luxury standards. A single website that lets each property breathe independently.

Both hotels opened to full occupancy in their launch month. Meridian was featured in Broadsheet and Australian Traveller within the first four weeks. Direct bookings held at 68%, above the 50% industry benchmark, reducing OTA commission spend.