Ragged Edge has created the identity for Assembly, a new hotel brand from Criterion Capital. Most hotels want you to spend time in them, but for millennial travelers, the priority is to get out and experience the city. Assembly is aimed at young urban travelers, designed to inspire guests to make the most out of their trip.
"Young travellers don't come to the West End to hang out in a hotel room," explained Max Ottignon, Ragged Edge Co-founder. "So we set out to fuel their sense of adventure. The brand idea - Get Up and Go - reflects Assembly's disruptive approach, and informed every element of the offer, from identity through to customer service."
The identity for Assembly was designed as the antidote to the inoffensively bland aesthetic favored by other millennial-focused hotel brands. It was built around 'Assembled,' 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.
The tone of voice aims to provoke a sense of adventure. 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.
Ragged Edge also introduced a distinctive approach to photography. Candid, smile-in-the-mind moments were captured by everyday city explorers, not professional photographers.
Focusing on a precise audience enabled Assembly to do less, better. "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," Ottignon added.
The agency delivered a full range of assets, from room art, purchased from locals in the area, right through to disruptive takes on the expected suite of hotel collateral. They also designed and wrote a website that aims to capture the energy of the hotel experience, far away from templated feel adopted by much of the category.