When  JA Resorts took over performance management of The Bruntsfield Hotel in Edinburgh, they initiated a full reimagining of the guest experience, brand positioning and market presence. Sandlebridge continued its long-standing relationship as a strategic partner to deliver a complete brand refresh and digital transformation, ensuring the hotel’s new vision was reflected consistently across every customer touchpoint.

The appointment of a new management team created both an opportunity and a challenge. The Bruntsfield had an established reputation, but its brand identity and digital presence no longer reflected the ambition, investment and quality of the renewed offering.

The owners needed to make an immediate and meaningful impact in a highly competitive market, where first impressions are often formed online. This required more than incremental improvements - it demanded a cohesive rebrand and a complete overhaul of the website to showcase refurbished facilities, elevate perception and support a coordinated PR relaunch.

At the same time, the solution needed to be practical and sustainable, enabling the in-house team to manage content and marketing activity efficiently post-launch.

We delivered a fully integrated consultancy, design and build service, beginning with the development of a new brand identity for both the hotel and its Neighbourhood Kitchen & Bar. This included logo design, visual direction and supporting brand assets.

Working closely with the ownership and senior leadership team, we translated this new brand into a modern, high-performing website built on Webflow. The site was designed to align with the hotel’s relaunch timeline, ensuring consistency across PR, physical refurbishment and digital channels.

The website incorporated key commercial and operational features, including online booking, rich visual galleries, integrated maps and social channels, enquiry forms and visitor tracking. We also provided CMS training, enabling the hotel’s internal team to take ownership of ongoing content updates, supported by our continued SEO consultancy, analytics and technical support.

The new brand and website created an immediate uplift in how the hotel is perceived online, aligning its digital presence with the quality of its physical offering.

The refreshed visual identity and improved user experience positioned the hotel more competitively within the Edinburgh market, helping to attract both leisure and business travellers. The introduction of a flexible CMS empowered the internal team to manage content dynamically, keeping the website fresh, relevant and aligned with seasonal campaigns and promotions.

In parallel, the integration of analytics and tracking provided greater visibility into user behaviour, enabling more informed marketing decisions and ongoing optimisation.

This project went beyond a simple redesign—it established a scalable digital foundation for long-term growth.

By aligning brand, website and marketing strategy with the hotel’s new direction, the business is now better equipped to respond to market demands, promote its evolving offer and maximise direct bookings.

The combination of strong brand positioning, improved digital performance and ongoing consultancy support ensures that The Bruntsfield Hotel can continue to build momentum in a competitive landscape, while maintaining full control over its marketing and content strategy.