Urbanauts Hospitality GmbH, as the name suggests, operates in the hospitality industry and is well-known for its Grätzlhotels. Now, the brand is expanding with the introduction of Urbanauts Studios, a responsibility we’ve taken on for the complete branding and web presence. To put it mildly, it’s a substantial undertaking.
With our slogan, »The Essence of Local«, we’re introducing a concept where guests can connect with locals, creating the feeling of truly experiencing places as a local would. Based on this, our goal was to develop a visual design concept that reflects the diversity and international presence of Urbanauts. Simultaneously, it was essential to create a modular and expandable concept that can consistently accompany the company’s continuous growth.
The varied arrangement and placement of the wordmark components yield distinct individual shapes. These shapes not only visually evoke architectural floor plans but also function as identifiers and unique features for each location where Urbanauts Studios are situated. Moreover, each location is associated with an individual color palette inspired by the respective city and locality. These colors complement the overall, more subdued color scheme of Urbanauts Studios.
To emphasize the personal aspect, we opted for a combination of grotesque and monospaced typefaces. Handwriting elements serve as the finishing touch to underscore the unique charm and hospitality of Urbanauts Studios. So, we went all-in on this project. And, truth be told, complex projects like this one remain our favorites.
Brand Positioning: Alexander Heuken, Albert Handler
Creative Direction: Albert Handler
Art Direction & Design: Xenia Fastnacht
Programming Website: weitweit.com