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.

“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.”

Managing Director, Qbic Hotels

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