Title	AT SIX HOTEL
Brand	NORDIC CHOICE HOTEL
Product/Service	AT SIX HOTEL
Category	A01. Creation of a new Brand Identity
Entrant	IDENTITY WORKS Stockholm, SWEDEN
Idea Creation	IDENTITY WORKS Stockholm, SWEDEN
Idea Creation 2	IDENTITY WORKS Stockholm, SWEDEN

Name	Company	Position
Identity Works	Identity Works	Identity Works

Background

Nordic Choice Hotels acquired a listed building on the now neglected Brunkebergstorg - an area once famed amongst 19th century socialites. Their plan; bring life back in to the area and the brutalist building by creating a state-of-the-art, 5 star luxury hotel. 343 rooms of pure contemporary Nordic style, high-end art, restaurants & event space. Stockholm has no shortage of hotel options. However only a few of these are luxury hotels with a contemporary take. The brief was to create a personality, name, expression and identity to help set this hotel apart.

Describe the creative idea

In a space where luxury, comfort and great service come as standard, our approach was to develop a confident and unpretentious brand. The name At Six is referring to the buildings location. The fine-line-expression in the logotype and visual elements is a contrast to the brutalist architecture. The idea is to bring the brutal materials inspired by the building and make them light and elegant, always present, never intrusive of what really matters - the experience. A challenge the status quo of luxury hotels in Stockholm.

Describe the execution

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List the results

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