Our strategy centered on positioning Mews as the most impactful hospitality platform there is – one that doesn’t just support operations, but actively drives growth and elevates guest experiences. This thinking was captured in the brand idea “Impact you can’t ignore” – a clear, confident expression of a platform delivering results you can see, measure and feel.

We built a flexible, scalable system designed to deliver impact at every level. At its core is a set of connected visual principles: fluid forms, responsive typography and a bold use of colour, all working together to create a sense of movement and cohesion. Graphic devices derived from the logo extend across the system, allowing the brand to flex seamlessly across formats while remaining instantly recognisable.

The identity is designed to perform across a wide range of applications, from product interfaces and digital platforms to campaigns and communications. Elements scale dynamically depending on context, balancing clarity with impact at every touchpoint. Whether through expressive motion, large-scale illustration or more restrained layouts, the system adapts without losing its consistency or energy, ensuring Mews shows up with confidence wherever it appears.

The result is a brand that makes Mews’ impact visible and tangible. A system that not only reflects the scale and ambition of the platform, but actively reinforces it, bringing clarity to complexity and energy to every interaction. The new identity positions Mews as a category leader, with a bold, cohesive presence that stands apart and scales with the business as it continues to grow.