- Client:
- QT Hotels & Resorts
- Services:
- Brand Strategy
- Brand Identity
- Art Direction
- Print & Digital
Context & ChallengeToday’s travellers aren’t just looking for a place to stay — they’re experience seekers. So, hyper-personalisation has become a game-changing concept in luxury travel. Simultaneously, many off-grid cabins have sprung up which make for a completely different type of rich experience. QT set out to fuse the two with a highly experiential cabin offering that allows guest to tap in or out of luxury hotel services, and to completely curate their own stay. Defining this unparalleled accommodation type made for a good challenge — communicating a new terrain between lux tailored experiences and unplugged cabin life to a playful audience.
Context & ChallengeToday’s travellers aren’t just looking for a place to stay — they’re experience seekers. So, hyper-personalisation has become a game-changing concept in luxury travel. Simultaneously, many off-grid cabins have sprung up which make for a completely different type of rich experience. QT set out to fuse the two with a highly experiential cabin offering that allows guest to tap in or out of luxury hotel services, and to completely curate their own stay. Defining this unparalleled accommodation type made for a good challenge — communicating a new terrain between lux tailored experiences and unplugged cabin life to a playful audience.
A Sister BrandThe qtQT name and logo reflect the endorsement of the QT Masterbrand, connecting with its loyal customers while also highlighting its own unique traits. Rather than being flamboyant and theatrical, it embodies a more relaxed vibe. In design speak, it’s simply a touch more lowercase.
Defining the ConceptqtQT is not (just) a cabin brand. So, bringing attention to the customisable experience was most important. The brand promise ‘Stay Your Story’ defines the brand experience as an open canvas. The type-led identity dials up the endless possibilities, inviting playfulness and creativity. Set as a visual framework, these opposing ideas celebrate an open space at the centre – for sun salute or cuvée brut, or anything in between.
A Brand SystemThe first cabins are perched right on top of the QT Gold Coast. But keeping potential future destinations in mind, the brand makes room to promote each location with its own bespoke flavour and spectrum of experiences. Both typography and colour palette are variable tools for this. For the Gold Coast, the colours draw inspiration from the surf culture and those laid-back tropical vibes.
Below: Concept for location rollout.
A Sister BrandThe qtQT name and logo reflect the endorsement of the QT Masterbrand, connecting with its loyal customers while also highlighting its own unique traits. Rather than being flamboyant and theatrical, it embodies a more relaxed vibe. In design speak, it’s simply a touch more lowercase.
Defining the ConceptqtQT is not (just) a cabin brand. So, bringing attention to the customisable experience was most important. The brand promise ‘Stay Your Story’ defines the brand experience as an open canvas. The type-led identity dials up the endless possibilities, inviting playfulness and creativity. Set as a visual framework, these opposing ideas celebrate an open space at the centre – for sun salute or cuvée brut, or anything in between.
A Brand SystemThe first cabins are perched right on top of the QT Gold Coast. But keeping potential future destinations in mind, the brand makes room to promote each location with its own bespoke flavour and spectrum of experiences. Both typography and colour palette are variable tools for this. For the Gold Coast, the colours draw inspiration from the surf culture and those laid-back tropical vibes.
Below: Concept for location rollout.
Collaborators
Copy — Language DesignInterior Design — Nic Graham & Assoc.Location Photography — QT Hotels and ResortsPrint Production — Lisa McCulloch, Event
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