116 Pall Mall By Searcys
Weddings
Positioning the venue as a premium London wedding destination, balancing its grand historic architecture with a refined, contemporary aesthetic that would appeal to modern couples.
Brief
In 2018, I was commissioned to create a distinctive wedding brand for 116 Pall Mall by Searcys. The objective was to position the venue as a premium London wedding destination, balancing its grand historic architecture with a refined, contemporary aesthetic that would appeal to modern couples.
The brand needed to translate seamlessly across multiple touchpoints — from printed collateral to digital platforms — while remaining flexible enough to evolve year-on-year.
Process
I developed a visual identity that reflected the venue’s architectural elegance while introducing softer, romantic design cues suitable for weddings. The foundation included:
A timeless typographic system balancing heritage and modernity
A refined colour palette adaptable to seasonal refreshes
Elegant layout structures to showcase photography and space
Subtle graphic details inspired by the building’s interiors
Following the initial launch, I continued to evolve the brand annually — refreshing typography, colour accents, imagery direction, and layout treatments to keep the look current while maintaining clear brand recognition.
Deliverables have included:
Promotional brochures
Wedding menus
Social media assets
Digital screen graphics
Posters and on-site collateral
Outcome
The wedding brand has remained in use since 2018, demonstrating both longevity and adaptability. Its ability to evolve without losing its core identity has ensured continued relevance in a competitive luxury wedding market.
The cohesive visual language has strengthened brand recognition across print and digital platforms, supporting venue marketing efforts and enhancing the overall customer journey — from initial enquiry through to the wedding day experience.