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→ SXSW London - Campaign → Red Stripe Beer → citizenM Hotels - Branding → Diesel → Bank of England Museum → Timberland → SXSW London - Branding → citizenM - Campaigns → citizenM - Building Exhibits → Esporão Wine → KK Outlet Gallery → Museum of London → Hans Brinker Budget Hotel → Ecover → Vans → Talisker → Fairphone → USA Today → Eastpak → London Fire Brigade → Mortimer House → Ocean Rebellion → Absolut Vodka → Double Dutch → Vitra → J&B → Karma Cola → Wilde → Books → Is It Art → Questionable Things → Who The Hell





CITIZENM – BRANDING A HOTEL FROM SCRATCH



  
 

citizenM is named after mobile citizens of the world, a demographic we coined for the guests who would come sleep at this new hotel brand. Modern travellers who take the train or plane, hand luggage only, and come for business but mix it with pleasure. 

A new category was created: affordable luxury. And without any kind of media budget, the hotel itself became a medium, speaking to the guest in a human, personal way, making collateral stealable and memorable. All based on the mantra that, if you celebrate your audience they will recommend you in return. 

The wayfinding ussd mini-citizens to guide you around the hotel, and appears on Do Not Disturb signs, check-in cards and wall art. 

I worked on citizenM for 18 years - and 38 hotels - up until the point that the brand we made famous was sold to the Marriott Group in 2025 for lots of millions with lots of noughts. Further communication for citizenM is a small jump to here and here.