Description:

QT Hotels & Resorts is a hotel group that celebrates individuality, creativity and the unconventional in a high-end hotel format. Every hotel is unique with a concept that is strongly inspired by each location. With their latest edition opening in Newcastle Australia, they needed a hotel brand identity that champions their ethos and exciting new location.

Inspired by Newcastle’s proximity to the coast and moonlight reflections, Nic Graham & Associates Interior Design Studio developed a lunar-inspired narrative for the interior. The visual identity had to tie in with this, but also extend into an artful and appealing positive visual identity.

Our approach was to abstract the lunar theme into an intriguing creative territory. “New Beginnings” became the concept for the guest proposition and brand identity. With each lunar cycle comes the opportunity of a new beginning, and with it the chance to transform into something unique. This extended concept allowed for a shift away from obvious lunar imagery into new and intriguing creative territory.

Combined with refracted, fluid and shimmering typography, the unique imagery and hotel applications pull you into their reflected details, layers and nuances. The longevity of the identity and concept is anchored in each guests’ subjective response to the brand compositions, continually renewing the idea of “New Beginnings”.

The visual identity creates distinct touchpoints and interactions with the guest, supporting a unique hotel experience. It can be engaged with on multiple levels – from the shiny surface down to the deeper meaning, depending on the type of stay. The Newcastle brand helps further the position of QT as a high-end creative hotel brand, with bespoke concepts, unique art and a touch of quirk in its brand DNA.