Stay Interesting

Brand Platform 		Client Voco
Discipline Art Direction, Copywriting
By LUKEABC Date 2019

Contents

voco Stay Interesting — blue lobster on yellow background, Stand out from the catch

Overview

voco is an IHG hotel brand built on conversion — they find interesting independent hotels and rebrand them. Every property is different, but they all need to feel like voco. The job was to define a comms system that could highlight what makes each hotel individual while holding everything together under one voice.

The approach: dig into each location, find something worth talking about, and build the communication around that. Not a single campaign but a way of working — a system flexible enough to roll out globally, one hotel at a time, across print, digital, content and in-property collateral.

The visual language uses abstract patterns cut from cross-sections of the voco logo — giving the brand a consistent graphic texture that runs through everything from press ads to hotel signage.

The Work

voco — bee, The latest buzz voco — octopus tentacles, A lot of heart
voco — hummingbird, A change of direction voco — starfish, This winter we're regenerating
voco — starling, 50,000 starlings can't be wrong voco — hedgehog, The perfect place to hibernate
Credits
Role Name
Art Direction, Copywriting Lukeabc
Creative Elliot Shiels
Creative Direction Mike Watson
Year 2019
Agency JWT London

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