Aim

To replace the traditional and boring hotel compendium, Urban commissioned us to fully art direct and produce a lifestyle book that not only informed guests of the hotel’s ethos and facilities, but gave them reviews, interviews and even a quiz to entertain and inspire them.

Method

We wrote site-specific stories for each hotel that reviewed local attractions such as restaurants, bars, salons and retail spaces. A unique personality for each hotel was created using design elements that personified the separate cities the hotels were located in. Tongue-in-cheek photographs depicted what a typical local carried in their bags. The Sydney-sider, Melbournian and Brisbanite characters gave an ‘insider’s knowledge’ that were held in a Little Black Book.

Results

Using a mixture of paper stocks, metallic and fluorescent inks, an 88-page book was produced using an informal layout to give it a diary-like feel.

The Little Black Book was nominated in the Print: Commercial category at the 2011 Create Design Awards, and featured on Creative Pool.