D8 has launched a new visual identity for the Carlton Collection, focusing on a wordmark that balances uniqueness with clarity. The design process involved collaboration to ensure each character in the mark is distinct yet cohesive, reflecting the diversity of the collection. The typography, called *Season* from Displaay, offers variable styles and weights, allowing for customizable letterforms. Notably, a unique letter 'O' was created to fit the brand's identity. D8 also implemented a bespoke coding system that maintains design integrity in fast-paced marketing situations. The visual identity features a blue and orange color palette, chosen to stand out while complementing the individual aesthetics of each hotel within the collection. The warm blue serves as a base, while the vivid orange adds distinction. The identity extends to an innovative benefits program called 'ON-US,' which uses character-driven illustrations to represent the diverse experiences offered by the collection. Christa van Camp, the commercial director at Carlton Collection, emphasized how working with D8 helped articulate the company’s internal culture and unified their vision. The new branding is rolling out across digital platforms, with plans for in-room elements to promote the full range of destinations.