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URBAN LOFT

OPEN DOORS TO THE OPEN-MINDED

Last Updated
November 27, 2020
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In 2020, Althoff Hotels appointed QUO to help them define their new brand: URBAN LOFT.

The brand had already been in development for several years, originally imagined as a budget brand before pivoting to a design-led lifestyle product.

While some existing brand work was in place, there was a need to deliver greater clarity in key areas, including target audience and competitive positioning, and to create a strong visual identity, a unique voice along with key roll-outs.

SERVICES

Brand Culture
Visual Identity
Tone of Voice
Brand Video

BRAND CULTURE

More Than a Hotel, It’s a State of Mind

QUO created a bold brand identity for URBAN LOFT. One that addresses the New Localist traveller and energises neighbourhoods by providing an open canvas for mutual inspiration, relaxation and collaboration in creative communities across Europe.

“URBAN LOFT is more than a hotel, it is a state of mind”.
VISUAL IDENTITY

Pushing the Boundaries of What’s Expected

Urban Loft also needed a strongly-defined visual identity that would express its passion for design, which lies at the core of the brand’s DNA. With two properties under construction in Berlin and Cologne, QUO’s creative team developed an unconventional typography treatment at both the brand and property-levels, combining colour clashes, overlapping, unusual cropping and contrasts.

TONE OF VOICE

Meet ‘The Curator’

To that end, we created a voice persona that speaks with rhythmic and punctuated pacing and favours relatively long headlines followed by spare, sometimes fragmented body copy. Their penchant for one-liners, name dropping and parenthetical asides keep readers interested. We called this persona ‘The Curator’.

BRAND VIDEO

‘I Am Urban Loft’

The QUO video team was tasked with crafting a new video for the brand. Our goal was to showcase URBAN LOFT as more than just a hotel. Through a series of short vignettes telling urban stories, the video emphasises the individuality of the creatives and free thinkers who converge here. Each has a story to tell.

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