Building a Distinctive Luxury Brand for Hotel X Toronto

As Library Hotel Collection prepared to open Hotel X Toronto on the historic grounds of Exhibition Place, TWG Communications was engaged to help establish the new property as Toronto’s distinctive luxury destination. With sweeping waterfront and city views, upscale dining, event spaces, wellness amenities, theatres, and a photographic art gallery, the hotel required a brand presence that reflected its unique location and elevated guest experience.

TWG developed a contemporary visual brand guide and messaging for use across the hotel’s marketing and communications materials. The guide established a consistent approach to design, photography, and messaging while aligning Hotel X Toronto with the broader Library Hotel Collection. The resulting brand positioned the property as a modern urban oasis, distinguished it from downtown competitors, and supported a successful market launch, growing bookings, strong guest ratings, and recognition as a leading luxury hotel in Toronto.