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Assembly

Assembly

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.

We delivered:

Brand strategy, identity and implementation.

Assembly

Our approach

A hotel that doesn’t want you to stay.

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’. 

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Visual and verbal identity

The identity was conceived as the antidote to the cookie-cutter aesthetic favoured by much of the category. It was built around a bespoke typeface designed to reflect the diverse range of experiences on the hotel’s doorstep. The eye-catching letterforms are used playfully throughout the customer experience, scattered across layouts in a visual representation of the brand idea. 

Where other hotels talk about staying in and getting comfortable, Assembly encourages its guests to explore the city. With hero lines like “Get Lost” and “Don’t Visit. Live It.” Assembly always sounds punchy, upfront and full of energy. 

Photography, capturing candid, smile-in-the-mind moments, comes from everyday city explorers, not professional photographers. And room art, purchased from local artists in the area, is authentically tied to the city.

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Bringing the brand to life

Using the ‘Get Up and Go’ idea as our guide, we worked with Criterion to deliver a distinctive guest experience with clear, relevant signatures at every step of the way. From signage and amenities, right through to digital design and social assets.

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Ragged Edge have helped us create a powerful and distinctive proposition that resonates with young, urban travellers. Assembly’s single-minded focus has already been a resounding success in London, paving the way for planned new sites in some of Europe’s most vibrant cities.

Asif Aziz, CEO, Criterion Capital

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