PickthePlace
Brand Identity Case Study
London • Luxury Hospitality Management • Curated Short-Stay Residences
PickThePlace is a premium short-stay hospitality company delivering hand-picked, luxury accommodation across Central London. Their model blends high-end property management, concierge-level service, and deep insider knowledge of London to curate stays in the city’s most sought-after neighbourhoods — Mayfair, Hyde Park, Knightsbridge, Chelsea, and the Thames riverfront.
The brand needed an identity that reflects the warmth, trust, and sophistication behind their guest experience, while emphasising what sets them apart: location, service, and curated living.
The Challenge
PickThePlace had grown into a respected name in London’s luxury-rental space — but their visual identity didn’t yet communicate the premium, concierge-level experience they deliver.
They needed a brand that could:
-
Feel approachable yet upscale
-
Appeal to international travellers seeking premium stays
-
Highlight their London expertise and insider advantage
-
Differentiate from generic rental platforms
-
Work across digital listings, video walkthroughs, property pages, and print collateral
The challenge was to build a system that feels global, boutique, modern, and dependable — all at once.
Our Approach
Keystone Identity developed a refined, human-centric brand system built around three core principles:
1. Location as the hero
The “pin-with-heart” symbol reflects PickThePlace’s philosophy:
great stays begin with great locations — chosen with care.
2. Modern hospitality simplicity
A custom wordmark using soft curves and balanced geometry gives the brand a premium, friendly, and clean character.
3. A warm, curated visual language
The system uses calm tones, elegant spacing, minimal layouts, and photography that reflects London sophistication—showcasing lifestyle, comfort, and neighbourhood charm rather than typical travel clichés.
The identity was built to stay clear and consistent across every guest touchpoint, from digital listings and welcome materials to in-home details and service communications. Wherever the brand appears, it feels warm, recognizable, and effortlessly premium.
The refreshed identity extends across every part of the PickThePlace experience, from digital listings and booking screens to guest materials and in-property details, giving the brand a clear and cohesive presence wherever guests encounter it.
The refreshed identity elevated PickThePlace across its digital listings, guest touchpoints, and in-property materials. It now communicates the brand’s role as a trusted, service-minded host delivering curated stays in London’s best locations.
The new identity lifts PickThePlace across every touchpoint, from booking screens to guest materials and in-property details. The refined visual system strengthens trust, sharpens recognition, and presents the brand as a warm, reliable host for curated London stays.
Keystone captured the heart of our brand. The new identity feels warm, polished, and truly reflects the experience we want every guest to have.
Maria Kovaleva, Business owner, PickthePlace
www.picktheplace.co.uk
Every stay deserves a brand that feels as
welcoming as the place itself.
You May Also Like
If my work aligns with your vision, and you value design built on trust, precision, and integrity
let’s create something enduring together.
At Keystone Identity, I believe in genuine partnerships where strategic thinking meets creative craftsmanship.
I look forward to connecting and building a foundation your brand can stand on.
Let’s get started.