10.23.08

citizenM brand identity

Identity, Consumer

Amsterdam-based agency KesselsKramer helped create the name, design, communication and brand philosophy for a new chain of affordable luxury hotels—citizenM. The name comes from a term the agency invented for the type of guests it would attract: mobile citizens of the world.

Many hotels, despite alluding to personal attention and guest care, are highly impersonal. The brand personality of citizenM is based on the idea that the traveler of today wants something else from a hotel: well-designed, low-priced rooms, modern conveniences, free movies and Wi-Fi, a stylish lobby (citizenM comes with a total Vitra designed lobby) and missing  all the bits that aren’t necessary or useful. The communication is consistent on everything from signage to in-room amenities, the Web site, Do Not Disturb signs, even the soap products, menus and food and drink packaging. The hotel launched at Amsterdam’s international airport, with plans to launch one more in Amsterdam, in the UK (London, Glasgow, Edinburgh) and twenty more around Europe in the next five years.

Karen Heuter/Dave Bell/Angela Lidderdale/Christian Bunyan, creative; Matthijs de Jongh/Chris Barrett, strategy; Marla Ulrich, production; Freudenthal/Verhagen, photographer; Robin Chadha/Michael Leviem, citizenM, clients.

www.kesselskramer.nlwww.citizenm.com