Toben 2 Rooftop at QT
Creative DirectorKatja Hartung
Design DirectorThorsten Kulp
Team MemberAnya Anackov
ClientQT Hotels & Resorts
QT Hotels , which comprises of ten design lead hotels across Australia and New Zealand, asked Toben to redesign their ‘Rooftop at QT’ bar brand.
The new brand needed to work within the overarching QT brand proposition of ‘celebrating individuality’. The main requirement and challenge was the creation of just one brand – to grow traveller loyalty and brand awareness across multiple locations – with the flexibility to make each location distinctly unique, reflecting the individual spaces, experiences and hotel narratives.
We created a coherent master logo and graphic treatment that will be used across all locations, with imagery being led by the individual bar concepts. The modular logo celebrates the rooftop location that all bars have in common, by underlining the ‘roof’ of each application across multiple application formats. The lenticular graphic treatment brings a sense of mystery and intrigue to all identities, as well as an abstraction and artfulness that resonates well with the overarching QT brand. The individualised imagery can cover a large spectrum to speak to each location, whilst being tied together with by the graphic treatment.
All venues share the same applications and design apart, from the location specific image. This means it is very economical for QT to apply and roll out this brand across all existing and future locations. A brand that is simply scalable and easily maintained, which is an important aspect considering the multitude of properties and management teams. From a design perspective the brand will through its consistent elements create brand recognition and loyalty, whilst ensuring it always ties in with the strong local design aspect that QT Hotels exhibit.