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 and key roll-outs.
Brand strategy and culture
Guest experience strategy
Visual identity evolution
Corporate identity guidelines
Photography guidelines
Tone of voice
Social media strategy
Sales and marketing collateral
Operational collateral
Brand video
QUO created a bold new 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.”
