From Earls Court to Ecclestone Square, LHA London offers fantastically flexible affordable accommodation in the heart of London to an international audience. Operating in a crowded market with some sophisticated competition, it was living in the shadow of a dated and no longer relevant hostel image. It needed a strong new identity grounded in a robust strategic brand positioning to help it relaunch with confidence.

A strategic brand positioning exercise of market and customer research plus collaborative workshop with their multi-national staff led to the creation of a set of values a new tone of voice and a core proposition for the brand. From this a new visual identity and strapline was developed along with some new collateral and a set of brand guidelines.