Soulful Hospitality
EDYN GROUP
Across the UK and Europe
findingedyn.com
@findingedyn
A soulful rebrand uniting a pioneering hospitality group under one purpose, to create sanctuaries where free-thinkers belong.
Brand Purpose & Positioning
Brand Narrative & Naming Architecture
Brand Identity & Guidelines
Brand Collateral & Communication Toolkits
edyn is redefining the boundaries of hospitality. With a mission to enrich neighbourhoods while meeting the evolving needs of modern travellers, the group has reimagined what it means to stay away from home. Their portfolio – Locke, Cove and SACO – blends the soul of boutique hotels with the autonomy of apartments, creating spaces designed for connection, curiosity, and calm.
Under new leadership and ownership by Brookfield, the group sought to unify a growing family of distinct hospitality brands under one visionary banner. SACO Property Group had evolved beyond its original identity – what was once functional needed to become emotional. The opportunity was to create a group brand that reflected edyn’s distinct ethos: thoughtful, human, and unafraid to challenge convention.
Set against a more sophisticated hospitality landscape, the ambition was clear: reaffirm the group’s position, clarify its brand architecture, and articulate a shared purpose that could inspire teams, attract talent, and engage investors – while setting the stage for sustainable growth across Europe.
Finding edyn.
Travel should be a rich journey of discovery, rewarding curiosity with knowledge and inspiration. But, faced with the new and unfamiliar, many of us seek shelter or protection. This has led to the spread of cookie-cutter hotels, conforming to a rigid set of assumptions which have little to do with experience and everything to do with convention. We offer another way. Our purpose is to engage and inspire with distinctively designed hotels, firmly rooted in the local neighbourhood and offering vibrant experiences and connections which nourish and enliven the soul.
At the heart of edyn lies a belief in Soulful Hospitality – a human approach that prioritises meaning, emotion, and discovery. It became the guiding principle for the group and its family of brands: creating experiences that enrich both guest and neighbourhood.
'Creating Sanctuary Where Free-Thinkers Belong' became edyn’s north star – a statement of intent that bridged culture and commerce. It inspired a mindset of curiosity and connection, uniting people and properties around a shared mission to create places that restore, inspire and belong to their surroundings.
‘edyn’ itself became a metaphor – for freedom, discovery, and growth. The name embodies the idea of sanctuary and exploration in equal measure, a word that feels both grounded and aspirational.
We built a brand narrative and identity system that felt alive – one that could inspire employees, attract partners, and elevate guest experience. The new group brand became both a unifying identity and a cultural rallying cry for a new era of hospitality.
An identity and rallying cry.
The identity evokes the idea of sanctuary – fluid, organic and ever-evolving. The forms and motion suggest growth, movement and calm; a visual landscape that mirrors the diversity and creativity within edyn’s portfolio.
The tone of voice is quietly assured and deeply human – one that questions, evolves and invites. Rooted in empathy and curiosity, it reflects edyn’s belief in doing things differently, and doing them with heart.
Across digital, physical, and cultural touch-points, the identity acts as the unifying thread between brands – from Locke’s bold design-led energy to Cove’s calm sense of belonging. It creates coherence without conformity, allowing each brand to thrive within a shared visual and verbal framework.
A living landscape.
Touchpoints
Three years, three brands, one shared belief: that soulful hospitality begins with the people who create it. Together with edyn, we built more than a brand – we created a cultural movement grounded in curiosity, community, and care.
GUEST BOOK
"When we set off to find ourselves and grow the organisation, Abound became our perfect travel companion. Together, we’ve created a soulful group brand that unites our family of brands and galvanises our culture – inspiring our teams, our guests, and our future.”
– STEPHEN MCCALL, CeO, eDYN
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