The New Inchcolm Hotel & Suites

By February 20, 2015From the DAIS Studio


The New Inchcolm Hotel & Suites is a distinctly boutique hotel, and a destination in itself within the heart of Brisbane.

The historic Inchcolm building underwent extensive refurbishment and expansion in 2014, and the hotel needed to evolve and align with the building’s contemporary Art Deco interior and unique heritage.

The Inchcolm’s intriguing history was the key to creating a brand that offered something completely different to the market. As a brand, the Inchcolm needed to be unique, elegant and boutique, and the success of this culminated in The New Inchcolm Hotel & Suites entry into Accor’s MGallery of prestigious boutique hotels.


We developed language through which The New Inchcolm Hotel & Suites could communicate their unique and ‘distinctly boutique’ experience. The idea of ‘indulge your curiosity’ came about as a way of sharing and celebrating The New Inchcolm’s rich history, and as part of this we developed a suite of ‘read me’ books to be scattered around the hotel – each one holding a different anecdote about the building’s heritage.

The New Inchcolm Hotel & Suites needed to make a strong re-entry into hotel market with a visual presence that connected to their Art Deco interiors, the building’s history, and followed the MGallery colour palette. Inspired by the Inchcolm footplate at the building’s entrance, our creative team developed custom typography for the logotype, and a visual identity to match the Art Deco lattice inside the hotel.


We wanted to capture the essence of the roaring twenties within The New Inchcolm by naming the function rooms after famous dances of the period – the Chalrleston and the Foxtrot. The Socialites Bar also pays tribute to the Inchcolm’s first owners, Mr and Mrs Thomson, who built reputations as prominent members of the social scene. Custom, contemporised Art Deco typography for the function rooms and bar signage speaks to the time period, without feeling antiquated. Every part of the brand is meaningful, and there are governing ideas behind every visual concept worth exploring.

Today The New Inchcolm Hotel & Suites is more than just a place to lay your head – it’s an experience, offering discovery, hidden-gems, and seclusion right on the city’s doorstep.

From the Client:

“We sought out DAIS to be involved in the development of our brand strategy following our appreciation of their work on other brands. Ours was an interesting project, as we needed to re-position our brand in line with our new product offering, while also incorporating the history and story behind the property, some of which was not fully understood prior to DAIS involvement.

I found the WordScout process to be very creative, inspiring, and most beneficial in helping us crystalize what our brand strategy was, and needed to be, and was very impressed with how this was interpreted and brought to life in the final brand strategy and creative presentation.

The final result reflected the creative input and research which DAIS put into the project.” – Andrew Travers, Group Hotels & Development Manager.

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