The Story

This was a brand we were truly proud to bring to life.

The client came to us with a clear vision: to create a hotel brand rooted in real history. Inspired by the Hougoumont—the last convict ship to arrive in Fremantle—we developed a narrative that honored this harrowing voyage and the lives it carried. Every detail was fact-based, adding authenticity and emotional weight to the story.

The hotel itself was equally unique: the first in Australia built entirely from sea containers, carefully placed atop a heritage site on Bannister Street in Fremantle. Innovation and history were the dual pillars of the brand.

We created every element—from signage and merchandise to collateral and media—infusing the story into every guest touchpoint. The brand has become so compelling that tourists and history buffs now visit the hotel foyer to search for family names among the list of convicts, curious about the crimes and fates that shaped their past.

Today, the Hougoumont is not only an award-winning hotel, but a local icon, seamlessly blending modern design with Fremantle’s rich heritage.