Assembly0: advert-body-3 by Ragged Edge

Assembly is a new hotel brand from Criterion Capital, designed to inspire people to make the most out of their trip. Branding agency Ragged Edge partnered with Criterion to define a proposition aimed at young urban travellers, and bring it to life across every touchpoint, from identity right through to the customer experience. The first Assembly hotel opened last month on Charing Cross Road.

The identity was designed as the antidote to the inoffensively bland aesthetic favoured 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.

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. It 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.