Qbic
Changing what an affordable hotel can beAffordable hotels are bland. Interchangeable. Impersonal. Built to deliver efficiency not experience. With serious eco credentials and an alternative approach to design, Qbic were doing things differently. To realise their ambitious growth plans, they needed a brand to drive that change.
WE PARTNERED ON
Brand strategy, architecture, visual and verbal identity, naming and customer experience.
Room for everyone
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.
Individuality identified
The Qbic graphic system is inspired by the hotel’s physical layout, and the coming together of different people and ideas. The tone of voice celebrates guests’ quirks and eccentricities. Weird is welcome. We then worked closely with the Qbic team to bring the brand to life; from interior design principles right through to the guest experience and even Qbic’s very own currency.
A motley crew
And 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 new openings in Brussels, Manchester and many more to follow.
JULIE FAWCETT
Managing Director, Qbic Hotels