Signage plays a pivotal role in hospitality. It not only guides guests through venues but also creates a welcoming and immersive environment. At Astley, we specialise in the design, manufacture, installation and maintenance of signage and brand graphics solutions that create these environments. We work with major brands from a range of sectors, offering a concept-to-completion solution, and we have a wealth of experience in the hospitality sector.
Within the hospitality sector, there has been a rise in experiential design and the way it shapes the customer experience. As trends change and technology evolves, so do the behaviour and preferences of consumers. With the influence of social media and increased connectivity, customers are increasingly being drawn to more unique and immersive environments.
Many brands are now starting to differentiate themselves by offering something unique with the way they design and layout their property, from the reception area to the hotel restaurant. Hospitality environments have shifted from simply serving a function to providing an experience that creates a lasting impression. This can be done through narrative-driven design, creating a journey for the customer and providing an environment that can be explored.
Implementing features that add a touch of personalisation and character is enough to transform these environments from the ordinary to the extraordinary. The hotel reception, for example, gives a fundamental first impression for guests and sets the tone for the rest of their stay. Crafting the artistic vision and detail of this space is crucial in making a stay unforgettable, and ultimately, in encouraging return visits. From vibrant murals and neon lettering, to immersive wayfinding schemes or interactive screens, these assets can create an inviting atmosphere that reflects a brand and its messaging.
Over the years, Astley has amassed an extensive portfolio of hospitality expertise. We work for brands such as Hilton Hotels and Delta as well as independent brands so we are both knowledgeable and flexible with our approach to these projects, may that be a rebrand rollout, boutique hotel, or bespoke bar venue.
Just recently, we have been shortlisted in the 2024 Sign & Wrap Awards for our work on the rollout of the Leonardo Hotel rebrand. From high-rise buildings to city centre locations, a total of 38 rebrands were completed for this rollout programme up and down the country.
An essential part of this project was the site-specific signage packs created by our in-house design team, which specify each asset required for each location. Our designers are highly experienced in working with client brand guidelines and translating these into a physical space, and we see our design work as one of our main service offerings.
One often overlooked element of signage that plays a crucial role in enhancing the customer journey is the design of wayfinding signage. Beyond its functional role of guiding customers, well-designed wayfinding can enhance the aesthetics of the environment and foster a positive atmosphere, all whilst reinforcing brand identity. As a silent yet impactful contributor to the overall guest experience, it’s important to ensure that wayfinding is expertly designed and implemented into the environment.
Our in-house design studio is ideally placed to design wayfinding schemes for clients and is fully immersed in the translation of these spaces from concept to completion. As successful wayfinding designers, they fully understand the art of navigation design, have a good insight into behavioural psychology, and have the ability to accurately anticipate, identify and plan wayfinding elements at key location touchpoints.
As our designers work within our Gateshead manufacturing facility, they also have enviable access to our full range of production capabilities. This means that we are also able to offer clients comprehensive prototyping to sample elements of a programme such as illumination of a product or a particular finish. Prototyping is an essential element of the design process as it allows us to support clients with concept store work, or to create highly experiential branded environments from a range of media to ensure that the exact ‘look and feel’ is achieved before rollout.
That’s why at Astley, we like to think of ourselves as more than just a signage company. From external building signage to creative artwork installations and branded environments, we provide an unrivalled offering of brand implementation expertise. Specialising in design, fabrication, print and digital, we continue to test the limits of what signage can really be.
For more information, please visit www.astley-uk.com
Astley has been shortlisted at the 2024 Sign & Wrap Awards for the Leonardo Hotel rollout.
Wayfinding signage for Leonardo Hotel rollout.
Over the years, Astley has amassed an extensive portfolio of hospitality expertise, working for brands such as Hilton Hotels.
Astley were thrilled to support the Ad Gefrin Distillery with their signage programme, which included a wayfinding system that reflected their rich heritage.
Neon Bar Logo for NYX Holborn (left) and Wall Graphic for The Hustle (right).
Astley supported Legal & General with an illuminated reception display which depicted the map of Birmingham.