Hoyle

Student Work

Time: May 2011
Scope: Branding
Role: Designer

This project was a rebranding of the card manufacturer Hoyle. Edmond Hoyle (1672–1769) was a writer, tutor, and lawyer by trade. In his day, card games were activities enjoyed by the wealthy, and he gained notoriety by teaching aristocrats the rules and strategies.

I thought it would be interesting to bring Hoyle back to its upscale roots, to move beyond games, and to refocus the brand on educating the leisure activities of the wealthy. The blind debossed pages represent a “clean slate” for Hoyle while at the same time exhibiting the attention to detail the brand now brings to its suite of services: travel, shopping, dining, and entertainment accomodations.