8 August, 2018
Assembly Hotel Branding: “Most hotels want you to spend time in them. But when you’re in the heart of the city, why stay cooped up in your room? Assembly is a new hotel brand that encourages its guests to get up and go.”
Ragged Edge created the brand strategy, identity and implementation.
The brief: Criterion Capital were developing a new hotel concept aimed at experience-hungry young travellers. An affordable hotel that would throw out expensive amenities in favour of the things that really matter. Best in class beds, showers, sound-proofing and wi-fi. And an unbeatable location, right at the heart of the action.
Brand strategy: The competition focus on the experience inside the hotel. But young travellers don’t visit cities to hang out in their rooms. Our strategy aimed to combine the excitement of Airbnb with the reassurance of an established hotel. So Assembly sets out to provoke a sense of adventure, inspiring guests to ‘Get Up and Go’.
Want more hotel branding? See the Barcelona Century Hotel branding here
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