From forgotten pub to Perth’s ultimate playground.
PROJECT
Brand Strategy + Identity
CLIENT
ALH Hotels – The Morris
Perth’s Saint George Hotel had become more beige than bold. ALH needed more than a facelift – they needed a rebrand that would drag the pub out of “forgettable” and into “can’t-miss.” The brief: create a personality-packed brand that honoured the pub’s roots while making it matter again in a city that doesn’t do boring.
We killed off The Saint and gave Perth The Morris: cheeky, character-fuelled, and proudly local. Our strategy rolled out through a riot of playful touchpoints: a typeface with swagger, a palette pulled from sunsets and city streets, and hand-drawn Perth scenes that stitched local life into the brand. Working with architects, we splashed brand energy across every corner – murals, signage, snazzy space names – even the coasters, plates, and takeaway cups carried the personality. No detail too small, no moment left bland.
The Morris didn’t just reopen; it roared back as Perth’s ultimate playground. Nostalgia met modern energy, regulars came back, and new crowds poured in. One pub rebrand became proof of concept – Boldly’s flagship that unlocked ALH’s $500m national repositioning of 350 hotels – and won us a BACD Award. From “Saint” to standout, The Morris showed exactly what happens when a brand stops playing safe.
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