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, and forgoing fancy amenities to offer something more, we created a brand to push people to get up and go explore.

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 designing the website, to hotel signage and amenities, and even service signatures, room art, and social films.

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

ASIF AZIZ
CEO, Criterion Capital

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