We think all hotels are created the same, but shouldn’t be. They adhere to the same ideas and concepts. Mini-bars, concierges and room service. And the same tired language. The traditional model is old — so let’s fix it. Let’s throw out the rule book and focus on making a hotel that people really want to stay in.

With hotels being increasingly corporate, conventional and stuck in their ways we were tasked with creating a hotel brand that challenges the category and stands out from the competition. What would the thoughtfully disruptive hotel look and speak like?



Welcome to Crystalbrook Collection. The group that acts surprisingly different to the hotels you’ve come to know.

A brand idea of ‘Positive Rebellion’ allowed us to challenge the conventions of the hotel world through a verbal-led brand experience. Our confident, self-aware and tongue-in-cheek voice puts a spin on the expected and disrupts the tired and corporate clichés of the hotel world.