Kinmark Hotels

A connected brand for a distributed hotel experience

Service
Branding & strategy
Signage & wayfinding

Scope
Brand strategy
Visual identity
Website design
Digital
Signage strategy
Signage & wayfinding design
Masterplanning

Kinmark Hotels is built on movement – the experience of moving through places, landscapes and stays that feel considered, connected and consistent. The challenge was to create a brand that could hold this idea together across multiple locations, while still allowing each hotel to feel grounded in its own context.

The challenge

Kinmark Hotels, developed by Mosman Property Group, is a growing portfolio of regional and urban accommodation. Each location carries its own identity, audience and setting, yet the brand needed to unify them into a recognisable and scalable offer.

This required more than a visual identity. It needed a strategic foundation that could flex across locations, inform digital and physical touchpoints, and guide future expansion. From website to wayfinding, every interaction had to feel cohesive while remaining sensitive to place.

The solution

We developed a brand strategy centred around connection, movement and place. This was expressed through a visual language inspired by travel routes and regional landscapes, where the logomark draws on the idea of roads and land patterns to create a simple, recognisable symbol system.

The identity was designed as a flexible framework rather than a fixed system. A suite of sub-brand colourways allows each location to establish its own character while remaining clearly part of the Kinmark family.

This thinking extended across all touchpoints:

– A website experience structured around location discovery and ease of booking
– Digital and social assets that reinforce a consistent, calm tone of voice
– Signage and wayfinding systems that prioritise clarity, simplicity and durability
– On-site collateral, from room touchpoints to environmental messaging, designed to feel considered and quietly human

Importantly, the signage and wayfinding strategy was developed alongside the brand, ensuring a seamless transition from digital journey to physical experience.

The outcome

The result is a brand that brings clarity to a growing hotel group, creating a consistent experience across multiple destinations without losing the individuality of each place.

Kinmark Hotels now presents as a cohesive network rather than a collection of standalone sites. The system supports both current locations and future growth, providing a scalable framework that can adapt as the portfolio expands.

By aligning brand, digital and physical environments, the experience feels intuitive at every touchpoint. From booking online to arriving on site, guests are guided by a unified language that is simple, recognisable and easy to navigate.