Brief
Salter Brothers Hospitality manages a diverse family of luxury hotel brands; Spicers, Bannisters, Ardour, and more. Spanning over 41 properties across Australia. With such distinct sub-brands under one roof, the group needed a unifying parent identity: something that could speak for the whole without erasing the individuality of each property.

Idea
The solution was a wordmark split in two, the space between acting as a bridge between guest and destination. Physically apart on the page, the separated letterforms mirror the idea of rewarding escapes: places that stand apart from the everyday. The system is modular, designed to flex and reconfigure across applications, because not one holiday is the same.