About the hotel
Hôtel Reisen is a five-star hotel on Skeppsbron in Gamla Stan, part of The Unbound Collection by Hyatt — a 17th-century house where every detail of the guest experience is expected to match the rooms and the restaurant.
The brief
From March 2022 to June 2024 I worked on the hotel’s graphic profile and everything a guest actually touches during a stay — copy, research and design. My base was the front desk, which gave me a daily feel for what guests actually ask for — and that knowledge shaped the material.
The result was very much a team effort: the profile and the collateral took shape in close collaboration with the hotel’s management, food & beverage and the concierge team, with me holding together the design, the copy and the research.
Approach
We developed the hotel’s graphic profile and applied it across the guest journey: room service menus, dining guides, transfer and treatment information, door hangers, postcards and an illustrated Stockholm map in the brand’s colour world, marking the hotel’s spot on Skeppsbron among the city’s landmarks.
The copy and research were as much of the job as the design. I wrote and researched a Michelin guide covering nine starred restaurants, a curated guide to thirteen trendy restaurants for autumn 2024, the hotel’s transfer service material and the concierge treatment menu — all in an English tone of voice built for the house (“Out creating new stories”).
The profile also extended into physical merchandise: a deck of cards with vintage motifs from the hotel’s history, a water bottle, an umbrella and binoculars — each carrying the brand and its information design.
From the guest experience
The products and guest collateral, designed, written and researched as part of the profile:
