The Longueville Hotel

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The Longueville Hotel is an institution in Sydney’s Lower North Shore. PKD / Paul Kelly Design was given the task of updating the venue with a modernised nostalgia of Palm Springs in the 50’s. The brief supplied to Folke Army was retro feminine with glimmers of another era for all internal branding & signage.

As the exterior was to stay untouched we looked back 50’s Australia when the Longueville was owned by Tooths Brewery. Over time the venue has maintained some small reflection of the Tooths horse icon which the owner wanted to keep within the hero branding.

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Branding and Design Work

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“What can we say about Arran Russell and Folke Army? Well, firstly, after 3.5 years of branding iterations with various creative agencies, Arran turned up 3 weeks before our boutique hotel opening and absolutely nailed everything within the week. One way to put it is, “he just gets it”. Talk about saving the day. We could not speak more highly he and his team at Folke Army. They are beyond any branding agency we have ever worked with in that, not only do they present unbelievable creative ideas (so many that it’s hard to pick a favorite) but they understand business and the larger strategy. Folke Army came in, acted like they were part of our management team in their understanding of wow-factor branding but also in their ability to think like a business owner when it comes to logistics and big picture budgets and strategy. They are yes people, team players, immersive and have an incredible ability to understand an entire operation to create a brand voice consistent throughout all parts of the business. We could not speak more highly of the team and the outcome they achieved. So much so that we might jump into our next project just so that we can work with Folke Army again sooner rather than later.”

Emma Goodwin, Co-owner and Creative Director.
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