THE TRAFALGAR ST. JAMES

HOTEL & RESTAURANT MARKETING SPECIALISTS

A SANCTUARY OF STYLE AND PLAY IN THE HUSTLE AND BUSTLE OF ST. JAMES SW1

Owned by London + Regional and part of Hilton’s Curio Collection, The Trafalgar St. James sits proudly on the corner of Trafalgar Square — a building steeped in history, ready for reinvention. We were commissioned to shape the creative direction of the hotel’s rebrand, helping transform it into a modern lifestyle destination with bold personality and local relevance.

THE TRANSFORMATION

What was once a fairly anonymous corporate hotel became something far more expressive. Working closely with key stakeholders, we helped define a new attitude for the property — one that embraced its central London location without leaning into clichés. The brand became confident and playful, with visual storytelling that nodded to the building’s history while feeling distinctly contemporary. From the lush interiors of Rockwell, the in-house cocktail bar, to the panoramic views offered by The Rooftop, every touchpoint was considered, cohesive, and on-brand — culminating in a launch that reintroduced the hotel not just to guests, but to London itself.

OUR APPROACH

We led the creative and strategic work across brand, digital, and ongoing marketing efforts — positioning The Trafalgar St. James as more than just a hotel, but as a hub for culture, character, and connection.

Scope of work:

  • Brand Identity
    We created a fresh, playful, and elevated brand system — blending boutique sensibility with a cheeky London spirit. Every detail, from typography to tone of voice, was designed to break category conventions.

  • Website Design & Build
    A completely new digital experience — content-rich, visually-led, and built to feel editorial, not transactional. The site reflected the lifestyle positioning while streamlining the user journey to booking.

  • Positioning & Messaging
    We developed the brand narrative and messaging framework that informed all communications — giving the hotel a voice that felt distinct, confident, and unmistakably ‘London’.

  • Social & Marketing Strategy
    Full annual plans covering content, campaigns, tone, and cadence. Designed to grow engagement, drive bookings, and connect with a younger, experience-led audience.

  • Partnerships & Campaigns
    We conceived and delivered collaborative campaigns — from creative partnerships to cultural programming — all designed to generate attention, footfall, and fresh energy.

  • Photography & Video
    Photography and video were central to bringing the brand vision to life. We art directed a complete suite of visual content, from lifestyle shots and interiors to food & drink photography and cinematic rooftop views. These assets were used across the website, social media, press materials, and campaigns, ensuring a cohesive brand presence across all touchpoints.

  • Ambassador Program
    We launched and managed an ambassador initiative, curating a group of cultural connectors to organically amplify the hotel’s story across fashion, design, music, and travel.

  • Press & Publicity
    The rebrand and launch attracted significant press coverage — across lifestyle, design, and hospitality titles — reinforcing the hotel’s new status as one of London’s most exciting stays.

The Trafalgar St. James became a standout in Hilton’s Curio Collection, known for its creative direction, cultural relevance, and magnetic sense of place. A hotel that feels just as inviting for locals as it does for international guests — and a brand that continues to evolve with the city around it.

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