Branding in hospitality with Mews Creative Director Vicky Irwin
February 23, 2026
Vicky Irwin has spent over six years shaping how Mews looks, sounds and feels as the company's Creative Director. In light of Mews launching a new identity, she joins Matt to talk about branding in hospitality. What is a brand when you strip away the logo? What makes hotels feel disconnected from their own identity? And when does a rebrand become necessary? Listen in.
Vicky Irwin has spent over six years shaping how Mews looks, sounds and feels as the company's Creative Director. In light of Mews launching a new identity, she joins Matt to talk about branding in hospitality. What is a brand when you strip away the logo? What makes hotels feel disconnected from their own identity? And when does a rebrand become necessary? Listen in.
Vicky Irwin is the Creative Director at Mews and has spent over six years shaping how the brand looks, sounds and feels. Prior to this, she studied at the University of the Arts London and has worked across several creative agencies.
Learn more about the podcast here: https://hubs.ly/Q0350wrf0
#hoteltech #hospitalitypodcast #mews #hotelmanagementsystem #pms #hotelrevenue
0:00 – What makes a brand?
4:17 – Brand stagnation and copycats
6:22 – What’s behind Mews branding
8:35 – Standing out at industry events
13:33 – Why designing by committee fails
26:01 – Hotel branding with a small budget
29:41 – Branding pitfalls and rebranding
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