The Other House
Creating the World’s First Residents Club
The Other House is the first ever Residents Club: a new opportunity in the world of hospitality. Combining the best elements of a hotel and a members’ club, it has the warmth and comfort of home, but with all the high-end luxury of a hotel.
During our immersion, we really got to know The Other House team and the worlds of hospitality and luxury. Given the pandemic dramatically altered the hospitality industry, we knew that breaks needed to feel different, new and meaningful. We also explored the shift in modern luxury away from traditional ideas of excessive offerings, and being waited on hand and foot.
We differentiated The Other House from its competitors by championing a whole new type of luxury – the luxury of long-stay living. One that lets you kick off your shoes, put your feet on the sofa and get truly comfortable.
Our close relationship with The Other House team shaped the way we worked. We ran a series of unique workshops and processes that produced rich insights. These insights led to the name and four-step strategy to living like a resident: Make it home; Give control; Create a lasting impression; Build it better. These core principles inspire every company decision, internally and externally, and formed the foundation of the brand identity.
To match the brand’s unique Residents Club offering, the visual identity needed to feel fresh yet familiar, accompanied by a seamless digital experience. Bold, confident typography is combined with homely, intimate photography. Modern iconography includes a classic flourish, mixing tradition and unconventionality.
Mariana Rodrigues' illustrations were key to our visual approach. Her commissioned set of drawings were inspired by historical wallpapers. We brought to life with a subtle motion that adds a fresh sense of intrigue.
We created a tone of voice that is both personable and respectful, helping to inspire rich conversations with residents. A specially-written messaging matrix ensures the language supports The Other House team across all needs and touch points, from long-form PR articles to menus and mailers.
The digital experience ties these elements together. An integrated app allows residents to unlock their door, reserve tables, order food, and adjust room lighting and temperature, as well as read articles about local events and restaurants – all in the palm of their hand.
The Other House reflects a world moving towards comfort and convenience over opulence, allowing the movers and shakers of today to relax on their journey, every step of the way. It’s a brand that gives people who know where they want to be, exactly what they want before they get there.