When there are acquisitions and corporate operations, all brand architecture tends to need flexibility. Sometimes this is achieved through catch-all brands, but Yurbbann Hospitality Group was not resigned to its versatile hotel brand being just another generic brand… Although they encountered the problem that the diversity of hotels that the brand would contain could be very broad. How to define what was so difficult to define?
Hosting
from
values
shared
STARTING POINT
SOLUTION
The brand should transmit unity in diversity. The same quality of service, the same standards, the same way of understanding hospitality, but in potentially different environments. Which led us to the idea of movement, of what moves us, of what is changing, of what is collective.
A name that sounds practical for those who travel for pleasure or for work. It was not only about having ease of pronunciation, but also ease of filling it with meaning.
It was essential to suggest shared quality, but we could not build from premium or luxury promises.
A plural name. The brand was never going to have just one hotel and it had to be clear from the beginning that there were more.
1
A co- as a prefix: to share, to coordinate, to collaborate. An aligned vision between establishments and established expectations.
2
The name is created by Latinizing the word “collective.” A nod to collection hotels, but without wanting to appropriate anything that does not belong to us.
3
A classic ending of Latinized names to project speed, humanity and solvency.
Project details
Project Date
2025
Tasks
Naming
Client
Yurbbann Hospitality Group
Agency
Nativa
