"Find your flow, your rhythm, your energy"

The Den, ‘s-Hertogenbosch

a Tribute Portfolio Hotel by Marriott

Directly located next to the Paleisbrug, The Den, ‘s-Hertogenbosch makes the connection between the picturesque, historic city center and the modern Paleiskwartier where international businesses and education meet modern housing and nature. The Den, ‘s-Hertogenbosch will further strengthen this connection with its captivating design, vibrant social scene, and excellent service. 


The brand we made for this hotel is first and foremost inspired by the city’s rich history, specifically the three rivers on which the town of s ‘Hertogenbosch is based. Just as water flows, guest can find their flow in the hotel and forget for a minute about the static rhythm of daily life. They can let go and listen to live music while enjoying a freshly-made beverage from the bar. They can relax while enjoying the view at the rooftop terrace or ride a bike through nature. The Den, ‘s-Hertogenbosch facilitates it all. You can dance all night or lean back with a drink in the sun. You can enjoy the Burgundian way of living, explore the beautiful nature surrounding the city, or relax after a long day of work.

Inspired by the city’s three rivers, we designed this graphic translation of the three flows.

Corporate Identity

After we have established what the brand should feel and look like, we start the process of making the corporate identity. In this process, we decide how we will activate the brand within the hotel. For the Den, we designed the logo & names, color stories, a brand voice, icons & patterns, and the collateral, which concludes items from keycards to restaurant menus.

Signing / Way Finding

For hotels, we design the way finding/ signing. Exterior signing ensures guests experience the brand as soon as they see the building, and interior signing is all the signs and little boards guests will encounter throughout the hotel. We know that our brand is properly activated by designing all these details.


Just like how we activate the brand through the corporate identity, we also do this with the website’s design. By using our brand colors, fonts, and icons, we ensure that our websites are cutting edge and a perfect extension of our offline branding.

Website Design
Graphic icon of the building