Georgina Lycett

Mollie’s is a modern diner and motel concept conceived by Soho House founder Nick Jones. The brand’s goal: evolve into a disruptive experience, refining the charm of the American diner into a take on Americana that is stylish, modern, and cool.
 Manchester marked the brand’s first city-centre flagship. This shift required adapting the identity for a premium location while maintaining a cohesive link to the original brand. I established a refined execution, striking the fine balance between characterful nostalgia and a contemporary, high-end aesthetic. Pairing bold design with playful concepts to provide hallmark moments 
of "surprise and delight," the identity was elevated to suit a premium, 
city-centre destination. View: https://www.twine.net/signin

• Brand Designer
• Brand Strategist
• Graphic Designer
• +1

I spearheaded the transformation of a fragmented portfolio into a unified, monolithic ecosystem designed to resonate with a younger, sophisticated audience, encompassing seven destinations, four golf courses, and football club. Throughout the project, I led presentations for major stakeholders, culminating in the final sign-off from the Chairman. The strategy pivoted toward understated luxury, embracing the philosophy that “saying less” communicates more. Positioning Prestigia as a lifestyle-led brand, we implemented a signature “Life” graphic to permeate all communications. By leveraging existing prestige, we shifted the focus from overt promotion to “calm confidence,” prioritising lifestyle and a distinct sense of place. Every destination is now anchored to the masterbrand , while custom identifiers provide necessary differentiation. Golf locations feature a refined golf-and-tee motif, while city developments utilise bespoke icons inspired by local architectural heritage, ensuring each site stands alone while remaining cohesively part of the stronger Prestigia portfolio. View: https://www.twine.net/signin

• Brand Designer
• Brand Strategist
• Graphic Designer
• +3