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INK HOTELS

TAPPING INTO THE SOULS OF VIBRANT CITIES

Last Updated
July 22, 2021
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When Singapore-based hospitality player Next Story Group approached us in 2019 to create a bold new brand for the Gen Z traveller, we knew this would be more than just a hotel…

SERVICES

Brand Culture
Visual Identity
Tone of Voice
Brand Video

BRAND CULTURE

Putting it in Ink

Ink is all about vibrant, playful and comfortable places to make your own and hang out with locals and travellers alike. It is designed to host, connect and inspire a new wave of curious, plugged-in explorers seeking more transformative and creative experiences. Environmentally and socially conscious, Ink delivers genuine value, while guests can expect excellent quality when it comes to the things that really matter.

VISUAL IDENTITY

New Name, Fresh Look

When Next Story Group originally brought the brand to QUO, it was known as ‘Linq’, but they wanted to explore other names with the hopes of finding something that better captured the brand’s distinct and colourful DNA. Naming strategy followed and ‘Ink’ emerged, paving the way for a refreshing logo, photography guidelines and colour palette. The resulting visual identity is free-spirited, creative and more than a little quirky—surprising viewers with unexpected imagery and ultimately priming them to connect, laugh and colour outside the lines.
TONE OF VOICE

Sounds like Fun, Must Be Ink

Ink is also all about inspiring prose. Our content team created a tone of voice and a thorough style guide that conveys the brand’s sense of laidback fun and social energy, positioning it as an inclusive community space that is open to both travellers and members of the local neighbourhood. A new type of hotel for a new generation of curious souls, we wanted to push the boundaries of what a hotel tone of voice can and should sound like.
BRAND VIDEO

Gen Z Are Online Natives

To appeal to an audience that grew up online, we knew that Ink’s website needed to take it to the next level. Balancing an explosion of on-brand words, images and colours with deep functionality, their intensive website covers everything from the brand and property basics to booking and local-approved neighbourhood guides. The first Ink property was launched in December 2019 in the heart of Melbourne’s hip waterfront hub, while a second property is due to open in Singapore this year.

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