Helping the design-led accommodation brand, Generator Hostel, to cross the divide between a global and a local identity. 

Company

Generator aims to become the world’s leading design-led accommodation brand by redefining the idea of a hostel. Its award-winning chain has been voted by Fast Company as one of the top 50 Most Innovative Global Companies. You’ll find it located at some of the coolest cities across Europe and USA, one of the latest additions being Rome.

Challenge

While the Generator brand has an overarching visual identity, part of its success is in the way this identity adapts to provide a truly native experience at each location. As locals, we were asked to design the identity that would distinguish Generator Rome with its own unique personality.

Output

A brand identity and design language that fuses the spirit of freedom in a young traveller with the layered history of Italy’s ancient capital. Colours, typography and texture were borrowed from the city in order to build a unique and intriguing design system. Illustration played a key role, too – even at the inauguration where the illustrator hosted an interactive event.