Enter the Muse
JOURNAL
We believe in the power of design and creativity to enrich lives. However, this simply can’t happen without understanding people. Enter the muse.
Recently, we took a retrospective look at The Hoxton project – a testament to rewriting industry rules and prioritising the audience. Earning accolades in the press, The Hoxton project marked the beginning of a transformative journey, as brands worldwide now seek to shake up their sectors. What sets the enduring ones apart? A profound comprehension of people – their motivations, pain points, and a vision to enrich the overall experience. Here's where the muse takes centre stage.
Responses to the muse vary, from minimal effort to spy-level commitment. At Abound, we advocate for building a muse or persona, coupled with a layered end-to-end journey, as the optimal approach. We delve into the daily life of a guest, from morning to night, examining personality, mindset, drivers, and motivations.
“The most enduring brands are born from empathy – shaped by a deep understanding of people, their rhythms, and the moments that move them.”
Across all touch points – identity, interiors, communications, and service – we apply empathy and meticulous consideration. This holistic approach identifies key moments of differentiation, paving the way for appropriate strategies, solutions, and behaviours. Each touchpoint becomes a narrative element, enhancing the overall journey and reinforcing the brand proposition.
Witnessing positive experiences linked to brands we've worked on is the most rewarding aspect of brand building. Acts of kindness, seamless check-ins, and sustainable amenities are testaments to the impact we've made. In essence, when it comes to the muse, we champion empathically intuitive, yet beautifully meaningful design.
If we sparked a thought with this journal, we’d love to hear from you.
Soul Searching
There’s nothing like travel to teach us about ourselves, our sense of identity and belonging. When those same ideas shape a brand, the outcome is something deeper: design you feel.
Community Spirit
Inspired by salty hair, sandy feet and empty white beaches. We raise a glass to one of our favourite emerging Australian brands.
Part of The Fabric
When a connection to community and place becomes a powerful, persuasive force, positively reshaping our cultural landscape.
More Than a Logo
A good brand, a brand you can feel, is so much more than a logo. Done well, it will diffuse through an entire organisation with purpose and intention.
Open House
Fired up to re-imagine the guest experience and break age old in-flexible habits of hotels lacking in humanity, The Hoxton set out to design a better way.
Design You Feel
We’ve always held tightly to our values led approach, the opportunity to articulate them more openly is one that we’re excited to take forward.