Urban needed a complete refresh and bold point of difference. Their traditional monotone brown colour did not represent their personality and was limiting growth. Working with the Marketing Team to relaunch the brand – we added an injection of colour and playfulness for a more targeted youth appeal.


We immersed ourselves in the Urban experience by visiting the Sydney, Melbourne and Brisbane properties. Inspired by the décor and vibe of the different locations we identified a unique colour palette for each hotel that seamlessly came together to create a rainbow collection for the group brand. Our team then executed the new brand design through all of Urban’s marketing with photography by Ben Capp.


A series of side projects were created alongside the rebrand including a guest compendium The Little Black Book, and a full page ad in Frankie Magazine – a tongue-in-cheek narrative of a hamster called Henrietta and her jaunt at an Urban Hotel. For the Brisbane property, we designed a series of logos for the Level Ten conference rooms, using colourful illustrations of the city skyline that highlighted the features, views and name of each room.