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01 · IDENTITY · EDITORIAL · PRINT

Leonis Collection.

A hospitality house that needed to sound like a private address, not a hotel.

THE BRIEF

Leonis runs private hospitality across six Moroccan cities: chefs, drivers, housekeepers, therapists, the whole apparatus of a palace sent to a house you already own.

The service was never the problem. Every way of describing it came out sounding like a hotel, and a hotel advertises. This is the kind of place you hear about from somebody who has been.

ROLE
Identity, catalogue & art direction
ENGAGEMENT
Freelance · Direct client
BRAND IDENTITYEDITORIALART DIRECTIONPRINT

A hotel advertises.A house is introduced.

THE DECISION · THE CATALOGUE

Twelve pages that never ask for the sale.

The catalogue is the brand here. Everything else is a reminder that it exists.

Six chapters: transport, the table, rituals, the household, events, exploration. Each opens on a full-bleed photograph and closes on a short list. There are no prices. Every line reads ON QUOTATION, because a printed number invites a comparison and this is not a comparison.

The type carries the restraint. Playfair Display takes the chapter titles, with the italic on the second half of each phrase so every heading lands on a soft syllable. DM Sans handles the service lines at a size that assumes good light and no hurry.

Catalogue cover. Arched doorway, pool, the line The art of being expected.
Manifesto spread. A pull quote on caring for the guest, set beside a photograph of morning coffee in bed.
Contents page listing six service chapters, each on quotation.
Transportation and travel chapter. Chauffeur, transfers, helicopter and private jet, set over a car interior.
Gastronomy chapter. Private chef and cellar services above a laid garden table.
Rituals chapter. Hammam, massage and meditation services on a cream panel over a villa interior.
Household management chapter. Housekeeping, security and stocking services above a sunlit salon.
Events chapter. Performances, private dinners and staging, over a darkened room.
Exploration chapter. Excursions and cultural access, with two photographs of the medina and a courtyard at dusk.
Interlude page. A still life of a lamp and books under the line Discretion is the first luxury.
Closing page. A three-image strip above the line We will be expecting you.
Contact page. Enquiry details on a dark panel under the line Let us curate your stay.

THE DECISION · THE MARK

A lion, drawn without lifting the pen.

From the Latin leonis, of the lion. One unbroken line closed into a circle, set between the E and the N so the wordmark has to be read slowly. A mark that takes a second longer to read is a mark that gets looked at.

Specified as gold foil on ivory, with a blind deboss wherever the surface is already doing the talking. Shown here as mockups: the identity was delivered as files, ready for production.

Identity slide explaining the Leonis symbol: a single unbroken line drawn as a lion, between the words Strength and Elegance.
Business card in a gloved hand against oxblood. Leonis Collection in gold on ivory stock.

THE SYSTEM

A guide they can run without me.

Twelve pages in French, because French is what the team works in. A logo charter with clear-space and the four approved grounds. Playfair Display and DM Sans, with the scale fixed from H1 down to the spaced label.

Five colours, named and ranked: Ivoire, Or, Bordeaux, Émeraude, Noir. Then the page most guides skip: tone of voice, with the sentences to use and the ones to retire. Book now went on page ten and has not been seen since.

The photography is directed rather than taken. A page of reference frames fixes the hour, the warmth and the distance, so whoever chooses the next image chooses one that belongs.

Identity guide cover: Guide de l'identité visuelle, over a Moroccan courtyard at night.
Contents page of the identity guide, with a strip of villa photography.
Brand presentation page explaining the voice and appearance of Leonis.
Logo charter page showing the wordmark on light and dark grounds.
Typography page introducing Playfair Display and DM Sans.
Typography page fixing the type scale from H1 to spaced label.
Colour palette page: ivory, gold, bordeaux, emerald and black with values.
Art direction page. A grid of dark, warm, cinematic reference frames.
Tone of voice page, with an envelope and photographs.
Tone of voice page listing the sentences to use and the ones to avoid.
Applications page. The card, the door hanger and the luggage tag.
Contact page with the Leonis enquiry details and city list.

IN USE

Three objects a guest would actually touch.

A luggage tag, a door hanger, a card. These are the pieces a guest meets before they meet anybody, which is why they were the three specified first.

All three in the same ivory and the same foil. The door hanger says nothing at all: by that point the mark on its own means do not disturb.

Luggage tag in ivory with the gold lion mark, resting on folded linen.
Door hanger on a walnut door handle in raking afternoon light.

IN USE · THE ROLLOUT

Eight slides for the people who never open a PDF.

The identity, cut for the phone. Essence, symbol, palette, type, mood, applications: one idea a slide, in the order a stranger needs them.

It went out as a single pitch and came back signed off in one round.

Social slide one: Brand Identity, over a lantern-lit riad pool.
Social slide two: The Essence. Moroccan hospitality, distilled to its most human form.
Social slide three: The Symbol. The lion drawn as a single unbroken line.
Social slide four: The Palette. Ivoire, Or, Bordeaux, Émeraude and Noir with values.
Social slide five: The Type. Playfair Display and DM Sans specimens.
Social slide six: The Mood. Dark, warm, cinematic photography.
Social slide seven: In the World. The card, luggage tag and door hanger.
Social slide eight: closing frame. It is not a journey. It is a return to oneself.
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