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To Stay, To Live, To Be, Feel Free

To Stay,

To Live, To Be


 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 each individual property logo, bringing further narrative and adaptability to how the brand comes to life.


We designed this locally led philosophy to flow across all aspects of the design language and touch-points throughout the guest journey.

Locally Led

From an ‘aparthotel’ in three locations to fifteen unique properties across Europe, and a growing number in the pipeline – we helped Locke create a distinctive brand identity and framework designed to adapt across channels and properties. Supporting the brand to grow at pace without losing the integrity of its original ‘one-of-a-kind’ vision.

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


More Than a Place to Sleep

Room keys unlock more than just a space to sleep. Each Locke is unique in its own special way. But whether in London or Edinburgh, Manchester, Dublin or beyond, you’ll recognise a certain Locke take on things to ensure each stay is like no other. We helped shape the brand experience and articulate the brand hallmarks that run through each property – across the spaces, service style and experiential programming.

Project Scope

Brand Strategy
Positioning, Purpose & Values
Guest Profiling & Personas

Brand & Naming Architecture

Brand Proposition & Narrative
Visual & Verbal Identity

Brand & Photography Guidelines

Experience Hallmarks

On Property Collateral

Web Direction

Project Collaborators

Lettering Artist
Alison Carmichael


Web Development


Photography Credit

Edward Dabney

Daniel Corbett

Tanya Arya

Experience Locke

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