Ragged Edge creates an adventurous identity for a boutique hotel, founded on a bespoke typeface

Ragged Edge has created an identity for Assembly, a new boutique hotel brand in London that doesn't want its guests to spend time in its establishment but instead wants them to "get out and experience the city".

"Young travellers don’t come to the West End to hang out in a hotel room,” says Max Ottignon, Ragged Edge Co-founder. “So we set out to fuel their sense of adventure. The brand idea – Get Up and Go – reflects Assembly’s disruptive approach, and informed every element of the offer, from identity through to customer service."

Designed as the antidote to the inoffensively bland aesthetic favoured by other millennial-focused hotel brands, the identity was built around 'Assembled', 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.

The tone of voice aims to provoke a sense of adventure. 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.

Ragged Edge also introduced a distinctive approach to photography. Candid, smile-in-the-mind moments were captured by everyday city explorers, not professional photographers.