Atlas Hotels is an award-winning hotel operator with franchises throughout the UK. Formerly known as Somerston Hotels, they have a team renowned for delivering fantastic guest experiences. They were looking to create a corporate, but contemporary, brand identity to mark changes in the organisation including their new name.


We wanted to highlight the personality, individuality and service-oriented nature of the Atlas staff. After several concept phases, the client honed in on the idea of using the symbol of a colourful shoal of fish traveling rapidly in the water. All unique in their own way, all swimming together and crucially in the same direction. The new brand identity 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