(Project 01 / 10)
Hospitality — Identity, Digital
Margate, UK — 2026
Aster House
Twelve rooms on the Kent coast, booked direct.
(Overview)
Aster House is a twelve-room hotel and dining room in a converted 1890s seed merchant’s in Margate. The owners came to us six months before opening with a name, a building and one commercial goal: fill the rooms without handing a cut of every stay to the booking platforms.
We designed the identity and the direct-booking website as one piece of work. The brand a guest finds on Instagram is the same one that takes the booking, sends the pre-arrival email, and greets them at the door.
The owners didn’t want the usual boutique-hotel look: no brass, no script logos, no stock lifestyle photography. Instead the system is built from limewash tones, one typeface, and photography shot in the building in afternoon light.
A hotel brand lives at check-in, not on the homepage.
(Identity)
A wordmark painted on the lintel, then redrawn for screen.
The signwriter’s lettering over the front door became a single-weight logotype that also works at favicon size. Room numbers, key fobs, the breakfast card and the bill all use the same figures, so the signage does the job of the brand.
Guest stationery is printed by a local press in two colours, so reprints stay cheap enough for a twelve-room hotel.
(Direct booking)
The old site sent guests to a third-party booking widget. We replaced it with a short booking flow on the hotel’s own site: dates, room, a note to the house, payment. The full price, including taxes, shows from the first screen, and there are no upsell steps.
Every room has its own page with real photographs, the bed size, the view and what can be heard from it at night. Rates, the seasonal dinner menu and photography are all managed by the owners in a headless CMS. The confirmation, pre-arrival and post-stay emails use the same type and tone of voice as the site.
Outcome: in the first season, direct bookings made up [X]% of stays, compared with [Y]% before relaunch.
(Gallery)
Swipe — 06
01 / 06
Guests book with us now, not through an app. By the time they arrive, they already know what the place feels like.
Credits
- Client
- Aster House, Margate
- Brand identity
- Morrow Studio
- Website & booking
- Morrow Studio
- Signwriting
- [Signwriter name]
- Photography
- [Photographer name]
- Interior architecture
- [Practice name]
(Overview)
A twelve-room hotel and dining room in Margate. The goal: fill the rooms without handing a cut of every stay to the booking platforms.
We designed the identity and the direct-booking website as one piece of work. The brand a guest finds on Instagram is the one that takes the booking, sends the pre-arrival email, and greets them at the door.
A hotel brand lives at check-in, not on the homepage.
(Identity)
A wordmark painted on the lintel, then redrawn for screen.
Room numbers, key fobs, the breakfast card and the bill all use the same figures, so the signage does the job of the brand.
(Direct booking)
A short booking flow on the hotel’s own site: dates, room, a note to the house, payment. The full price shows from the first screen, with no upsell steps.
Outcome: direct bookings made up [X]% of stays in the first season, up from [Y]%.
(Gallery)
Swipe — 04
01 / 04
Guests book with us now, not through an app. By the time they arrive, they already know what the place feels like.
Credits
- Client
- Aster House
- Brand identity
- Morrow Studio
- Website & booking
- Morrow Studio
- Signwriting
- [Signwriter]
