To Stay,

To Live, To Be

LOCKE

 Not a serviced apartment. Not another nice hotel. Not like anywhere you’ve booked before. Designing a new way to stay.

Collaborating with acclaimed hand lettering artist, Alison Carmichael, we refreshed the global Locke mark to bring a renewed sense of flow, freedom and humanity to the name. Used across digital channels this has become the ‘global’ signature for the brand.

From streets to neighbourhoods to iconic personalities, each property name is inspired by a local story. Word play sets the direction for local property marks bringing further narrative and adaptability to how the brand comes to life. This locally led philosophy flowed to all aspects of design and touch-points across the guest journey.

One Of A Kind

With nine new properties now open in the UK, Ireland, Germany and others all set to be open by 2024, the new brand direction has allowed the team to move at pace, whilst protecting the integrity and spirit  that founded the first three properties.

Quote mark

The four-year-old Locke brand is yet more proof, if you still need convincing, that the classic model of the hotel is on its last legs.

– Wallpaper*

Locke calls itself an Aparthotel – rooms with space to eat, sleep and unwind. With all the stuff you actually need, and none of the mints-on-pillows you don’t. With three properties open in the UK, they approached us with big plans to grow across Europe. Working with the team we helped shape the brand proposition, visual and verbal identity, and guest experience.

Immersing ourselves in the world of Locke and their guests, the overriding sense of space, autonomy, and community made this more than just a place to stay. Made to be lived in, not just slept in – Locke is a place where you can continue your everyday, even when you’re away from home.

The unique sense of autonomy and freedom found at the heart of the brand inspired a design style that is bold, optimistic and free. A dynamic kit of parts allows the brand to remain fresh across global channels, whilst carrying a sense of adaptability at a local property level. A refreshing tone of voice, steers clear of hotel clichés and industry blah, creating a voice that is upfront, down-to-earth and to-the-point.

Feel Free

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Living Spaces

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Locally Led

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Human Hosts

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More than a place to sleep

From coffee to cocktails, music to muses, we worked with the Locke team and partners to establish the experiential brand hallmarks uniquely interpreted by each property. By getting under the skin of the local community, each Locke goes beyond the guidebook bringing together a culturally-curious community – United by mindset, not demography.

© 2021 AboundStudio

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L32/152 St Georges Terrace, Perth WA 6000

Project Scope

Brand Strategy
Brand Identity
Guest Experience
Brand Collateral

Digital Marketing

Project Collaborators

Lettering Artist
Alison Carmichael

 

Web Development
Crafted

Experience Locke

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Acknowledgement of Country.

AboundStudio acknowledge this country's First Nations peoples and their ongoing strength in practising the world's oldest living culture. We acknowledge the Traditional Owners of the lands and waters on which we live and work, and pay our respect to their Elders past, present and emerging.

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