Peermont arose from the restructuring of Global Resorts and the acquisition of Caesars/Emperors Palace.

HKLM designed the identity for the Peermont group as well as developed the identities and naming structure for the categories across the hospitality group ‒ from six to three stars.

The brand architecture and identity system was driven by the relative rankings of British peerage with relative levels of luxury being implicit in the iconography as well as the names.

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