Most hotels try to keep people in them for long periods of time, but the Assembly hotel brand focuses on millennial travelers and their need to make the most of their trip. Partnering with branding agency Ragged Edge, the design of the hotel urges guests to explore the city. To do this, the Assembly hotel brand did away with mini bars, toweling robes, and TVs, in favor of comfortable beds, showers, sound-proof rooms, Wi-Fi, and unmatched locations.
The identity of the hotel was designed in direct opposition to the inoffensively bland aesthetics of other hotel brands and is built around the bespoke "Assembled" typeface used by the Assembly hotel brand. This new font was carefully designed to encompass the diverse range of experiences near the hotel while still being a visual representation of the brand.