Assembly - Hotel Branding

ASSEMBLY

Changing the hotel industry

Budget hotels were bland. And corporate competition had unlimited resources. Assembly needed to find a way to stand apart in an uninspiring category and change what budget meant. We used branding to stack the odds in its favour.

WE PARTNERED ON
Brand strategy, visual and verbal identity, digital design, customer experience, wayfinding.

GET UP AND GO

Competitors focussed on the experience within the hotel walls – the comfort, the relaxation. But young travellers don’t visit new cities to sit in their rooms. With Assembly right in the heart of the action, we created a brand to push people to get up and go.

INSPIRED BY THE CITY

An antidote to the category’s cookie-cutter aesthetic, the brand began with a bespoke typeface inspired by the amalgamation of experiences on the hotel’s doorstop. The tone of voice, upfront and energetic, tempts you out instead of pulling you in. While the photography style is candid and spontaneous – all captured by the city’s own inhabitants.

EXPERIENCE IS EVERYTHING

We ensured Assembly’s go-getter attitude lives through all aspects of the brand. From the website, to hotel signage and amenities. And even service signatures, room art, and social films.

“Ragged Edge challenged us to be different, creating a powerful and distinctive proposition that resonates with young travellers. That brave approach has already been a resounding success in London, paving the way for expansion in some of Europe’s most vibrant cities. It was a privilege to work with them.”

ASIF AZIZ
CEO, Criterion Capital

See more work