Regency House
Art Direction | Branding | Roll Out | StrategyA modern hospitality house on a mission to transform Belfast’s Upper Crescent into a premium, local experience that welcomes guests as if it were their home.
Continue Reading +Belfast’s Upper Crescent boasts a rich history, with its stunning regency-era terraces dating back to 1846, once home to the city’s elite. By the late 1900s, the buildings had fallen into disrepair. The new owners of Regency House made it their mission to restore the property to its former glory.
The Challenge
To craft a distinctive and sophisticated brand identity that not only honours the building’s rich history but also reflects the dedication to reviving this iconic building and ensuring its place in Belfast as the new hospitality hub.
HERITAGE
architecture
CRAFT
REVIVAL
Renewal
POSITIONING
The brand positioning was central to shaping the Regency House identity, ensuring it resonated with the brand aspirations. We developed a clear, strategy-driven foundation that honoured the building’s storied past and set the stage for its future as a vibrant hospitality destination.
BRAND IDENTITY
Our strategy-driven approach allowed us to create a multi-layered brand identity—one that celebrates the legacy and architecture while embracing contemporary elegance, ensuring the brand feels timeless yet forward-thinking.
BRAND IDEA
The brand is centred around three key pillars; living legacy, understated elegance, and humble hospitality. At its core, the brand is about creating a space where tradition and innovation coexist seamlessly, offering guests more than just a stay— where they can enjoy a stay, networking, wellness, and curated events in a setting that reflects both its past and its promising future.
Brand System
We developed a layered brand system that can adapt to various contexts while maintaining its core identity. This approach allows for flexibility across different touchpoints—whether it’s digital, physical, or experiential—without losing the essence of what Regency House represents.
By incorporating hand-drawn illustrations, we’ve created a visual language that feels human and approachable, reinforcing the brand’s emphasis on hospitality that goes beyond expectations.
Brand Visualisation
Visualised through various types of touchpoints, our brand weaves together elements of heritage, personalised service, and elegance across physical, digital and social spaces.
PHASE 3
Regency House is just the beginning—this ever-evolving brand continues to grow and shape the future of hospitality in Belfast with new offerings scheduled to launch in 2025.
Client Testimonial
Working with Crown Creative over the past 18 months has been a valuable and collaborative experience. Together, we revisited the story of Regency House in Belfast and found a way to present it that feels true to its history while also looking ahead.
Their strategic input helped us clarify our brand positioning and better connect with our audience. Crown’s team made sure our identity was carried through clearly and consistently across all touchpoints, from digital presence to physical experiences.
They took the time to understand what Regency House stands for and helped us express that with focus and confidence – the result is a refined aesthetic and a clear sense of purpose. We’re really pleased with what we have achieved and looking forward to what’s next!
— Anthony Kieran, Regency House
Project Credits
Brigid Johnson
Tasmin Bryden
Ryan Crown
David Carofano
Nikki Freihofer
Hope Smith
Simon Worthington McQueen
Mike Durney
Elaine Hill
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