HOBO IDENTITY

ClientNORDIC HOTELS & RESORTS
Category A01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit
TitleHOBO IDENTITY
Product/ServiceHOBO A BOUTIQUE HOTEL
Entrant IDENTITY WORKS Stockholm, SWEDEN
Idea Creation IDENTITY WORKS Stockholm, SWEDEN
Credits
Name Company Position
Identity Works Identity Works Identity Works

The Campaign

Not having to look far, we sought inspiration right from our backyard. We worked alongside a studio to create a hotel brand experience that digs out and celebrates beloved spots, music, design and other things of local interest. The result is a unique and homegrown community that unlocks Stockholm to the curious visitor.

Creative Execution

The Hobo mark takes its letterforms from beloved Stockholm structures – Kaknästornet, Slussen, Sergels torg and Hötorgsskrapan. Like the logo, the rest of the identity is based around our favorite ’smultronställen’ in Stockholm. Through out the hotel the logo is represented in different ways; as a bookshelf, as a locking-device for schampoobotles or simple signs in the breakfast area.

Indication of how successful the outcome was in the market

The result is a eclectic hotel experience that has attracted entrepreneurs and young creatives from across the world. The identity has taken of on its own and items such as the Stockholm-umbrella is currently being sold in Swedens top design store Designtorget.

Of Stockholm’s 150+ hotels, not one meaningfully connects today’s creative-minded traveler to the dynamic life and trends that the city is known for. Most hotels attempt to appeal to travelers by unnaturally emulating other city hotels like those of New York and London. The true Stockholmer’s hotel is long overdue.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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