The Newman, a recently opened hotel in the Fitzrovia district of London, showcases its thoughtful brand strategy designed by international creative agency Latitude.

Featuring richly layered interiors and a thoughtfully curated food and beverage offering, the hotel feels is designed to feel confidently individual in character and deeply connected to its neighbourhood.

Behind the project is Kinsfolk & Co, a hospitality company that operates on an ethos of putting people, community and care first to create stronger, more meaningful and more sustainable hospitality experiences.

As Kinsfolk & Co’s debut hotel, The Newman represents the first expression of this philosophy, setting the tone for a growing portfolio of hotels and hospitality ventures shaped by emotional connection, cultural relevance and contemporary service.

Brand strategy and communications consultancy Latitude was appointed to develop both the Kinsfolk & Co platform and the identity of The Newman. Working closely with the founding team, Latitude defined the overarching brand strategy, positioning, naming and narrative, creating a clear and cohesive foundation for both the parent company and its debut property.

The scope extended across the entire guest experience, including the hotel’s F&B concepts, each conceived as an integral part of the wider brand ecosystem.

At the centre of the hotel is Brasserie Angelica, a restaurant inspired by the literary and artistic heritage of Fitzrovia and neighbouring Bloomsbury. Its name pays homage to Angelica Garnett – writer, painter and niece of Virginia Woolf – whose ties to the influential Bloomsbury Set reflect the area’s long-standing creative and intellectual spirit.

A prominent figure within the group of writers, artists and thinkers who shaped the cultural identity of the neighbourhood in the early twentieth century, Garnett became the inspiration for a restaurant concept grounded in cultured informality, conversation and contemporary London dining.

The restaurant’s visual identity further deepens this connection to literary history. The Angelica wordmark was developed using hand-written letterforms drawn from Virginia Woolf’s personal correspondence, translating the intimacy and character of her handwriting into a refined contemporary identity.

The result is a subtle but meaningful design gesture that roots the brand within Fitzrovia’s creative and intellectual legacy while giving the restaurant a distinctive visual signature of its own.

Hidden beneath the hotel, Gambit offers a contrasting yet complementary experience. Conceived as a speakeasy-style cocktail bar, the venue draws inspiration from the ‘mystics and dandies’ who once defined Fitzrovia’s bohemian undercurrent – the writers, artists and political provocateurs who frequented the area’s cafés, bars and salons. The name itself references a strategic opening move, positioning Gambit as the atmospheric and creative centrepiece of The Newman’s evening offering.

Together, Brasserie Angelica and Gambit were designed to function as distinct destinations in their own right while remaining connected through a shared tone of warmth, independence and character.

The project reflects Latitude’s broader approach to hospitality branding – combining strategic clarity with cultural insight and commercial focus to create brands that resonate emotionally as well as operationally. The consultancy continues to partner with developers, operators and investors across hospitality and luxury real estate to shape brands with lasting relevance and global appeal.

“Our collaboration with Kinsfolk & Co was about translating a clear hospitality philosophy into a brand with substance, character and purpose,” says Mark Jory, founder and CEO of Latitude. “Working closely with Paul Brackley and the foundering team, we helped articulate the vision, values and ambitions that sit at the heart of the business. What emerged is a brand rooted in care, connection and contemporary hospitality. One that feels authentically connected to Fitzrovia while establishing a distinctive platform for future growth and sustainable return to all its stakeholders.”

www.latitudeagency.com