Assembly is a new hotel from Criterion Capital located on London’s Charing Cross Road. It throws out expensive amenities to instead focus on delivering fun yet sophisticated rooms in a central location. These rooms are aimed at experience-hungry young travellers and competitively priced with interiors inspired by London fashion icons and furnished with best in class beds, showers, sound-proofing and wi-fi.
Brand strategy, developed by Ragged Edge, positions Assembly as the antithesis of the stay in and cosy offering of other hotels. “Get Up And Go” delivers this in a concise and impassioned manner. This is supported by emotive and enthusiastic copywriting and a graphic identity of typographical juxtaposition and imagery that focuses on access to an exciting and diverse urban experience rather than an interior indulgence. This connects posters, interior and exterior signage, social media imagery, tote bags, key cards and packaging.
Opinion by Richard Baird.
New Chapter is a UK-based word therapy start-up that offers a unique approach to counselling. This involves participants being invited to express themselves through the written word. The synergy between personal development, a forward momentum and the written word as a mode to achieving this forms the basis of New Chapter’s clever logo design created by Paul Belford Ltd. This appears on signage and bookmarks, and is complemented by a similarly weighted grotesque wordmark.
Opinion by Richard Baird.
Osofor will be a digital-first and lab-grown diamond jewellery business able to create stones of any shape and cut. It will offer a modern and sustainable luxury brand to those who desire the material qualities of diamonds without the environmental and sociological impact. Osofor intends to distinguish itself further by fusing enduring aesthetic desirability and artisanal practice with experimental materials, unexpected production processes, a highly-personalised service and a “beautifully-designed immersive online experience”.
The business is currently at the stage of product development; working with scientists, material technologists and inventors to develop a carefully-crafted launch collection. Paul Belford Ltd. was commissioned by Osofor to develop its graphic identity. This is characterised by a variety of cut stone-like symbols, faceted stationery and an animated visual gesture online that refracts the white light of an uppercase sans-serif logotype. This links website splash page, business cards, letterhead and packaging.