Assembly
Assembly committed to reframing the budget hotel experience. With a new brand that invites guests to get up and go.
Criterion Capital was building a new hotel in the heart of London. But with a proposition that was mainly about price, the team needed to find a way to compete with the big chains and their even bigger budgets.
We used brand to reframe the stripped-back experience. And stack the odds in Assembly’s favour.
Overview
The partnership
Creation of a new brand to get noticed in the ferociously competitive budget hotel category. Followed by a collaboration across every launch touchpoint, including the website, signage and socials.
Define
Competitors focused on the experience within the hotel walls. But young travellers don’t visit new cities to sit in their rooms. With Assembly right in the heart of the action, the brand strategy encourages guests to get up and go.
Create
An antidote to the category’s cookie-cutter aesthetic, the Assembly identity is built to provoke adventure.
Bespoke typeface
Inspired by the diversity of experiences on the hotel’s doorstep.
Verbal identity
Up-front and energetic, the brand voice tempts you out instead of pulling you in.
Art direction
Photography is candid and spontaneous. All captured by the city’s own inhabitants.
Commit
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.
Assembly wouldn’t exist without Ragged Edge. Their thinking drove the concept. Their creativity brought it to life. It was a privilege to work with them.
Industry recognition for the Assembly brand
Transform Awards
Travel and tourism sector, Gold
Best creative strategy, Silver
Best tone of voice, Silver