Client: Lowry Hotel
Year: c.2011 onwards
Brief: Brand guardianship, sub brand identities and naming.
THE CHALLENGE
We’ve worked with The Lowry Hotel for 15+ years, supporting the team through plenty of change behind the scenes. Ownership shifts. New ambitions. Different priorities. The expectation from guests, however, never changed.
Even when the hotel dropped to a three star rating, the brief stayed the same. Keep the brand and communications at a five star standard.
OUR APPROACH
We acted as brand guardian and marketing support, working closely with the in-house team to maintain consistency and quality across every touchpoint.
When the hotel invested heavily in refurbishing the Lowry Bar and River Restaurant, the brand needed to match the experience. We developed two distinct identities that still felt part of one Lowry family.
River Restaurant drew inspiration from the flow of the river itself. Lowry Bar leaned into soundwaves and Manchester’s music culture. Both identities were connected through a shared visual language built around movement and energy.
THE RESULT
A joined up suite of brands supporting the five star experience across the hotel. Clear identities. Consistent standards. A strong platform for the future.
And in 2026, as The Lowry celebrated its 25th anniversary, making it a good moment to look back at what it takes to keep a landmark brand feeling fresh.
WHAT THEY SAID
“I have been working with the team at Creative Spark for over 15 years now. They have become an extension of the marketing team at the hotel and are a joy to work with. They never stop.”
Helen Hipkiss, Former Hotel Marketing Manager, The Lowry Hotel
