The agency was briefed to create an identity that echoed the building’s history as the former home of the Port of London Authority at Trinity Square. As such, much of the look and feel references the "beautiful lines" of the hotel’s architecture, as well as local historical characters like Samuel Pepys and Geoffrey Chaucer. Herem was commissioned to create his large-scale drawing of the front of the building when The Plant realised the similarities between his style and and the detailed imagery exhibited in archived drawings by architect Sir Edwin Cooper, which it used as research.
"This drawing, cropped and detailed, combined with elegant period typography form the basis of the identity," explains The Plant’s founder Matt Utber. "We've used the drawing across all the collateral, applying many of the architectural details such as ornamental borders and balustrades as counterpoints to the graphic design of the hotel's identity."
The Plant’s designs are used across more than 100 individual pieces of collateral including stationery, signage, door hangers, room key cards and postcards.