Ink Hotels

Bold new brand for the Gen Z traveller

QUO was appointed by Next Story Group to create a bold new brand for the Gen Z traveller, enabling the group to move into new segments and markets across Australia and Southeast Asia.

Ink Hotels was born. A vibrant, highly agile, scalable brand, driven by a strong sense of community, whilst being ethical and sustainability focused.

QUO’s strategy team created Ink Hotels, building on the belief that amazing quality, inspiring design, awesome service and sustainability can all be delivered at an approachable price point. Ink hotels are vibrant, playful and comfortable places to stay and hang out with locals and travellers alike. They are 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.


Brand strategy and culture
Guest experience strategy
Naming strategy
Logo and visual identity
Corporate identity guidelines
Photography guidelines
Tone of voice guidelines
Key messaging
Social media strategy
Corporate applications
Sales & marketing collateral
Operational collateral
Brand video

Originally know as ‘Linq’, as the brand developed it became clear that we needed a name that better captured the brand’s distinct DNA. ‘Ink’ was created, along with a distinct tone of voice and thorough style guide, speaking to guests in a free-spirited, creative way, priming them to connect, laugh and colour outside the lines, while  surprising them with unusual or unexpected turns of phrase.

QUO’s creative team designed a logo and a striking visual identity 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 logo can and should look like.



We’re always looking for brand-savvy professionals to join us on our journey.