Atlas Hotels are an award-winning hotel operator, with properties in Scotland, England and Wales. Formerly known as Somerston Hotels, they are renowned for delivering a fantastic guest experience.

We were delighted to be given the opportunity to help them create a corporate, but contemporary, brand identity to mark changes in the organisation including their new name. They also wanted to showcase the dynamism, diversity and togetherness of their team.


We got to know many of the people that worked at Atlas and found that each of the different team members had personality, individuality and a real desire to help others. We also saw a togetherness and a desire to collectively drive the business forward. All ideas that could be built on.

Each of these ideas were explored graphically before deciding to use the image of a colourful shoal of fish, traveling rapidly in the water. All unique in their own way, all swimming together and crucially always in the same direction. A beautiful metaphor for the way the Atlas team works together.


Atlas were delighted with the new brand identity which was presented at a special launch to much acclaim.

“From our very first discussions, Benedetto and his team really understood what we wanted to achieve and approached the project with creativity, enthusiasm and professionalism. Despite a tight deadline, they delivered a first rate corporate identity which has been whole-heartedly embraced by our organisation and which represents our corporate culture.”

Lesley-Ann Cardow, Group Marketing Manager of Atlas Hotels