The energetic identity for London-based hotel brand Assembly invites visitors to get up and go explore the city.

The affordable hotel category isn’t giving travelers what they want. Airbnb has raised the bar by offering genuine, relevant experiences, but, bland, cookie-cutter budget hotels have so far failed to respond. Assembly is looking to change that with a brand that removes the pointless extras, in favor of what really matters to its audience.

@Ragged_Edge @MaxOttignon @CommArts

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My Take From Brownie Bytes

Max Ottignon and his team at Ragged Edge faced the branding of this affordable urban hotel head on. Folks don’t go to central London to hang out in a hotel room. So they invite guests to get out!  Great concept.