Affordable hotels are bland. Interchangeable and impersonal. Built to deliver efficiency not experience. The Qbic team set out to change that. And they needed a brand that could realise ambitious plans for growth across Europe.
Brand strategy, architecture, identity and customer experience.
Julie and Beckie came to us with a bold vision.
Qbic were already doing something remarkable – their hotels in London and Amsterdam were the greenest in their respective cities. But the ambition was bigger. Julie Fawcett and Beckie Waters wanted to reimagine what an affordable hotel could be, and to bring that vision to life all over Europe.
The hotel with room for everyone.
Together we built a strategic platform that could live in every part of the experience, internally and externally. An idea that took Qbic’s desire to do good, and amplified it into something bigger and more emotional. So while budget hotels treat guests like room numbers, Qbic ‘Welcomes Character’.
An identity that celebrates individuality.
The graphic system is inspired by the hotel’s physical layout, and the coming together of different people and ideas. And the tone of voice celebrates guests’ quirks and eccentricities. Weird is welcome.
Defining the customer experience.
We worked closely with the Qbic team to create a range of signatures that could help bring the brand to life. From interior design principles right through to the guest experience. We even created a Qbic currency – oversized coins that the team could use to surprise and delight guests.
A new addition to the Qbic family.
While the rooms were for overnight guests, the shared space was for everyone. So it needed its own distinct character. A place for locals and guests to come together to eat, drink, work or play. We called it Motley.
Spreading good character.
The brand gave Qbic the platform to relaunch its London and Amsterdam hotels, followed by imminent new openings in Brussels, Manchester and beyond.
We came to Ragged Edge to help us define a brand that could drive every part of our business. The result is so much more than a visual identity - it’s a platform that enables us to bring our unique character to new cities, and new people, all over Europe.