QT Hotels
THE BRIEF
QT didn’t just arrive on the Australian boutique hospitality scene – they interrupted it entirely. A true individual, with the personality to disrupt the market and the brand experience to back it up.
Since then, the market has changed – and tastes have evolved as well. Boutique hotel chains continue to set new benchmarks for modern individuality. Sustainability is an expectation, not an advantage. Personality is as much a part of the experience as a smooth check-in. And consumers are checking out when anything feels forced or fake.
The QT brand had found itself facing a quirky little conundrum. The idiosyncratic character that elevated QT previously had started to feel inconsistent and inauthentic.
The business had grown up and matured – and while QT still stood to celebrate individuality in a world less conventional, modern individuality had grown up alongside it.
With their first international hotel set to open in Singapore, it was time to reflect on who QT was – and how they could tempt a global market of tastemakers to choose an original disrupter, in an entirely new era. The challenge was to re-ignite the brand’s individuality and offer guests something surprising, captivating, curious – a singular experience that still felt unmistakably QT.
All while demonstrating a deep understanding of Singapore as a destination with its own unique cultural spirit – offering guests another kind of travel experience.
Since then, the market has changed – and tastes have evolved as well. Boutique hotel chains continue to set new benchmarks for modern individuality. Sustainability is an expectation, not an advantage. Personality is as much a part of the experience as a smooth check-in. And consumers are checking out when anything feels forced or fake.
The QT brand had found itself facing a quirky little conundrum. The idiosyncratic character that elevated QT previously had started to feel inconsistent and inauthentic.
The business had grown up and matured – and while QT still stood to celebrate individuality in a world less conventional, modern individuality had grown up alongside it.
With their first international hotel set to open in Singapore, it was time to reflect on who QT was – and how they could tempt a global market of tastemakers to choose an original disrupter, in an entirely new era. The challenge was to re-ignite the brand’s individuality and offer guests something surprising, captivating, curious – a singular experience that still felt unmistakably QT.
All while demonstrating a deep understanding of Singapore as a destination with its own unique cultural spirit – offering guests another kind of travel experience.
The graphic language suite draws inspiration from quintessential Singaporean character – like the distinctive shophouse architecture, or the flourishes of colonial design. These shapes add depth and provide a unique perspective to look through to Jill Tran’s vibrant illustrations.
Houston Group acknowledges Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of Country throughout Australia. Our studio sits on the traditional lands of the Gadigal people of the Eora nation and Wurundjeri people of the Kulin, and we pay our respects to their Elders past and present.
Check out our reconciliation action plan