The Artist Formerly Known As Print for The Dean hotels.

Naming · Copywriting · Creative Direction · Production

Very often, brands have everything they need to create something original and memorable with huge added value, and all it needs is a little characterful repackaging.

Which was the case with The Detail newsprint for The Dean hotels. I had already written all of the articles, gathered the info, worked with photographers and designers who had created stunning visuals that tell the story of the brand.

But hotels are sensory places, best felt in your hands rather than through a screen. So The Detail was born, a newspaper that communicates the spirit of the newly reborn Dean hotels. You can find copies in all of the hotels in Dublin, Cork, Galway, Berlin and Munich, or take a peek through the pics below. You can also read the articles on The Dean website here if you like, but if you ask me, the paper crease is everything for je ne sais quoi.

Print is not dead. Long live print!