Ragged Edge has recently rebranded Qbic, a city hotel that's built on creativity and a belief that you don't have to accept the conventional. Steering clear of bland, impersonal approaches typical to affordable hotels, Ragged Edge created a bold rebrand design for Qbic that celebrates individuality and welcomes character.
"Qbic was already doing something remarkable. Our London and Amsterdam hotels were the greenest in their respective cities," said Julie Fawcett, Managing Director, Qbic Hotels. "But to achieve our ambitions, we knew we needed to build a rich, meaningful brand with the power to drive the whole business."
Ragged Edge helped create a strategic platform that could inform every part of the Qbic experience, internally and externally. "We wanted to take Qbic's desire to do good, and amplify it into something bigger and more emotional," explained Max Ottignon, Co-founder, Ragged Edge. "This led us to 'Welcome Character,' a brand idea that's as distinct in the category as it is relevant to guests who want to be treated as individuals, not room numbers."
The new visual identity is inspired by the hotel's physical layout, and the coming together of different people and ideas. And the tone of voice celebrates guests' quirks and eccentricities: weird is welcome.
While Qbic's rooms are for overnight guests, the shared space is for everyone. So Ragged Edge and Qbic created a sub-brand with its own distinct character: Motley is a place for locals and guests to come together to eat, drink, work or play.
Photos: Courtesy of Ragged Edge