QT Hotels asked Toben to develop the brand identity for their latest hotel in Auckland, New Zealand. The hotel required a visually rich and exciting identity that speaks to the the overall hotel concept of ‘the oyster’, with the hotel standing harbourside, with an unpolished exterior, and a shining interior experience. Being a QT hotel, the concept is artistically seeded throughout the hotel interior in abstract ways that stays clear of ever being too literal. This approach needed to be take for the hotel identity too, whilst ensuring it was in itself tangible enough to speak to its guests across marketing.
Toben translated the oyster concept into an identity concept with a human proposition of carrying the ‘beauty on the inside’. This idea resonates well with the QT demographic of independent culture seekers who march to the beat of their own drum. Images of artfully captured nudes were peeled away to reveal the metaphorical shining insides of the human. The colourful marbling is a further link to the oyster concept, resembling oyster or paua shell patterns. The overall visual becomes a meaningful representation of the hotel experience, with its unassuming facade, and its colourful wonders on the inside.
The identity was very well received by the client.