The Beach House, One Roker Terrace
A fresh voice for a seaside stay with personality.
THE GOAL
The Beach House came to us with a strong aesthetic and sense of place — the interiors were bold, the styling warm and playful — but their digital presence didn’t yet sound like the space itself.
Our goal was to create a voice that felt as distinctive as the interiors: joyful, modern, and full of character. Something that spoke directly to the new wave of travellers who value charm and authenticity over formality.
THE HOTEL
Overlooking the seafront of Sunderland, The Beach House is a coastal guesthouse with soul — part boutique stay, part home by the sea.
The challenge was to capture that easygoing coastal mood without slipping into clichés. “Coastal charm” and “comfort and style” weren’t enough; we needed a language that evoked warmth, laughter, and belonging — a weekend-with-friends sort of feeling.
OUR APPROACH
We shaped a tone of voice that feels human and effortless — a balance of seaside nostalgia and contemporary ease. Each line was rewritten with rhythm and restraint: simple sentences, conversational flow, and a touch of local personality.
The new copy paints a picture of mornings by the window, fresh coffee in hand, and the sea just beyond the glass — calm, understated, and beautifully unforced.
Explorations in tone, storytelling, and language for independent hotels.
Each piece reimagines how words can shape a guest’s experience — created as part of SABLE’s ongoing research into modern hospitality communication.
Concept Projects
The Home Page Introduction
BEFORE
Nestled on the seafront of Sunderland, we offer a unique blend of charm, comfort, and coastal beauty. Our beautiful appointed house is the perfect base to explore the vibrant North East and promises a memorable stay
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Perched on Sunderland’s seafront, The Beach House feels like a breath of fresh air. Wake to sea views, soft light, and the sound of the waves outside. Whether you’re here for a quiet escape or a long weekend with friends, this is the kind of place that feels both laid-back and a little bit special.
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What should we know about the services you provide? Better descriptions result in more sales.
The Bedrooms
BEFORE
Nestled on the seafront of Sunderland, we offer a unique blend of charm, comfort, and coastal beauty. Our beautiful appointed house is the perfect base to explore the vibrant North East and promises a memorable stay
-
Perched on Sunderland’s seafront, The Beach House feels like a breath of fresh air. Wake to sea views, soft light, and the sound of the waves outside. Whether you’re here for a quiet escape or a long weekend with friends, this is the kind of place that feels both laid-back and a little bit special.
-
What should we know about the services you provide? Better descriptions result in more sales.
Before
Nestled on the seafront of Sunderland, we offer a unique blend of charm, comfort, and coastal beauty. Our beautiful appointed house is the perfect base to explore the vibrant North East and promises a memorable stay
-
Perched on Sunderland’s seafront, The Beach House feels like a breath of fresh air. Wake to sea views, soft light, and the sound of the waves outside. Whether you’re here for a quiet escape or a long weekend with friends, this is the kind of place that feels both laid-back and a little bit special.
-
What should we know about the services you provide? Better descriptions result in more sales.
The Shift
Homepage Intro
Before:
Nestled on the seafront of Sunderland, we offer a unique blend of charm, comfort, and coastal beauty. Our beautiful appointed house is the perfect base to explore the vibrant North East and promises a memorable stay.
After:
Perched on Sunderland’s seafront, The Beach House feels like a breath of fresh air.
Wake to sea views, soft light, and the sound of the waves outside. Whether you’re here for a quiet escape or a long weekend with friends, this is the kind of place that feels both laid-back and a little bit special.
Bedrooms
Before:
Nestled on the seafront of Sunderland, we offer a unique blend of charm, comfort, and coastal beauty. Our beautiful appointed house is the perfect base to explore the vibrant North East and promises a memorable stay.
After:
Five bedrooms, each with there own mood — sea-washed light, bold prints, a little vintage soul. Some look out to Roker Pier, others to the quiet curve of the coast.