Looking Glass Lodge

Looking Glass Lodge is an eco-lodge set in the East Sussex countryside, built around biophilic design principles — a considered, nature-led approach to architecture and interiors that needed a brand identity to match. The brief was to create something stylish and contemporary that felt genuinely connected to its surroundings. Working closely with the owners, I developed a logo and visual identity anchored by a carefully chosen accent font and colour palette — natural, refined and immediately evocative of the setting. A custom illustration, specially commissioned, added a further layer of character and became a distinctive element of the brand. From there the identity was extended across every touchpoint: I created a full website – including content writing, structure and navigation – alongside signage, postcards, hamper stickers and social media graphics. Each element was considered as part of a coherent whole. The lodge used the brand and website for its first two years, helping to establish it as a distinctive and sought-after retreat. This was a strong enough foundation that the owners felt confident investing in a full rebrand as the next stage of its growth.