There's nothing wrong with being a bit different.
And Black Sheep Hotels certainly are.
They're an owner-led Highland hospitality group whose differentiation comes from place, personality and storytelling - combining Scottish landscapes and heritage with an Indian-influenced hospitality and culinary perspective, rather than operating as a conventional hotel chain.
The group's design philosophy is distinctive. It draws heavily on Scottish history, antiques and local character, with individually styled rooms rather than a standardised hotel aesthetic.
Before we get started
Getting a true feeling for how a business operates is essential for understanding what genuinely sets them apart. So before we got started we went on a road trip north to see and experience every single one of their hotels, luxury self-catering homes, cabins and restaurants. And this was an eye-opener, as the level of craftsmanship and individuality (but at the same time consistent touches) across all their properties was impressive, to say the least.
The jewel
The Ambassador Hotel, Inverness. A 14-room boutique property that opened its doors in January 2026. This beautifully restored building on the riverbanks facing Inverness Castle is a true marvel. Every room is bespoke-themed. Every detail is considered. We couldn't compare this hotel, as it takes individuality to a place well off the beaten track; it's that different.
A brilliant starting point for us.
The first project
When you've got so much to offer, condensing it all down can be a challenge. Black Sheep Hotels had a brochure that was jam-packed full of beautiful images and loads of details. But that quickly became out of date, and its size was just too much to digest.
We developed a much more compact brochure that included a folder in the back for any add-on or additional information. We limited the space for each property and carefully considered the details to be included. This needed to match the qualities of their properties... "the same level of craftsmanship and individuality with consistent touches".
And the finished article does not disappoint. A beautifully simple and not over-designed brochure that lets the imagery do the talking, with delicate typography that flows throughout. We want people to pick it up and digest it cover to cover so they quickly know what Black Sheep Hotels has to offer. There are loads of great details in the design, as well as the finish - the jet black gloss foil branding contrasting with the coarse white uncoated board works so well. A great first project and we've got several others on the go.
