Roomzzz Aparthotels
Consistency meets character. A bold rebrand unified Roomzzz’s growing portfolio of Aparthotels, aligning brand, strategy, signage, space, and storytelling.
Roomzzz had built a strong operational business in the apart-hotel sector, offering guests the flexibility of apartment living with the service of a boutique hotel. However, its existing brand identity was dated and inconsistent, especially across its franchised sites. Guest experiences varied from location to location. Marketing touchpoints, interior finishes, and on-site signage lacked cohesion. For a brand with expansion ambitions, the inconsistency threatened recognition, guest trust, and long-term growth.
The challenge was two-fold: Strategic alignment — define a brand position and tone that could unite multiple locations under one identity while still allowing flexibility, and Holistic brand application — design a system that worked across digital, print, interiors, and environmental graphics, creating a seamless and recognisable guest experience from booking to check-out.
Through competitor analysis, audience insight, and internal workshops, I repositioned Roomzzz as a “stylish sanctuary” — a premium, design-led experience for modern travellers seeking both comfort and individuality. The strategy highlighted Roomzzz’s unique proposition: apartment flexibility, hotel-level service, and bold personality.
The new identity paired a vibrant, energised colour palette with a sleek black foundation — injecting character while retaining a premium feel. Typography choices blended refined serif fonts with modern sans-serifs, balancing luxury with clarity. A refreshed ‘ZZZ’ brand mark evolved from the existing logo but gained more flexibility — working as both a supporting asset and a stand-alone shorthand for the brand.
This work transformed Roomzzz into a vibrant, confident and cohesive brand, better equipped for national growth. Senior leadership reported greater ease in delivering a consistent guest experience, and internal teams embraced the clarity provided by the guidelines and tools. The project showcased not only design excellence but the ability to strategically manage a brand across multiple disciplines and touchpoints.
Alongside the visual refresh, I established a tone of voice that was confident, warm, and conversational — encouraging brand personality to shine in guest communications, on-site signage, and marketing materials. Messaging guidelines ensured that even in a franchise model, copy remained consistent in style and spirit.
Given the operational complexity of multiple franchise partners, I developed a robust set of brand guidelines that became the gold standard for implementation. This included:
Visual identity rules and usage
Interior finishes and materials specification
Signage and wayfinding standards
Marketing collateral templates
Photography style and image use
Tone of voice principles
These guidelines formed part of a wider design and operational manual, ensuring the brand could scale without losing its core identity. The rebrand transformed Roomzzz from a dated, inconsistent offering into a confident, design-led hospitality brand.