Working with the Night team, nm+u created a comprehensive brand personality, fresh and daring look and feel, and a unique tone and manner based on three distinct brand attributes: Irreverent, social and affordably-styled.

Night Hotels is the world’s first “NOTEL,” a hotel brand that embraces everything that is cool, irreverent and kitschy about roadside motels. The Night concept features intelligent writing, creative use of nostalgic elements, music and dive bar undertones, and a personality that’s unique in lifestyle hotels.

The brand’s unique concept is attracting interest from hotel owners and developers and it’s poised for fast-growth in primary and secondary markets.

Project scope included:

• Branding and Positioning
• Brand Image, Look and Feel and Logo Usage
• Website Interface
• Comprehensive Brand Guidelines
• Brand Advertising