branding, naming, strategy, website and signage design for London-based boutique hotels chain

NOX Hotels is an independent group of thirteen boutique hotels located across London, offering comfortable short and long-term stays for flexibility, affordability and convenience.

Creative Clinic was initially appointed to undertake a strategic review of the company’s existing hotel branding and positioning, which at the time was trading under the name of MStay. As a result of this exercise, we recommended the development of a new value proposition, name and visual identity, which lead to us rebranding the group to NOX Hotels.

NOX Hotels provide bright, stylish contemporary rooms with ultra-comfortable beds, en-suite showers, modern TVs and fridges (some with kitchen facilities), but always at a low price and well located.

We developed the new name of NOX Hotels and a refreshed the hotel branding positioning of ‘Affordable, modern and comfortable hotel rooms in convenient central locations – putting you right where you want to be (geographically, physically and mentally).’

In preparation for the opening of their new flagship property in Waterloo, Creative Clinic developed a new logo and visual language for NOX Hotels that represents ‘affordable luxury’. This work includes the design of brand assets, brand book, signage and a new website.

The idea that guests can enjoy a fantastic low-priced stay and wake up recharged, ready to make the most of their time, is encapsulated in an empowering new strapline of ‘Stay the night, seize the day’.