Singer Palace is a five star boutique hotel with 30 rooms and suites built in a XX century palace located in the center of Rome. Amerai was hired to develop the complete Branding of the hotel. We first initiated our work by analyzing the market and developing brand strategies followed by creating a brand identity for the hotel. We introduced a luxury boutique hotel concept with tailored made services. We implemented the brand strategies in the interior design, client’s journey from arrival to departure, brand identity, stationary/ brochure design, website design, art works and presentation of the hotel. Furthermore, we created a breakfast menu and presentation and completed the branding with a photo shoot.