Beautiful branding by Ragged Edge in London for Assembly Hotel also in London.

The identity was conceived as the antidote to the cookie-cutter aesthetic favoured by much of the category. It was built around 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.

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.

Photography, capturing candid, smile-in-the-mind moments, comes from everyday city explorers, not professional photographers. And room art, purchased from local artists in the area, is authentically tied to the city.