Now Now Hotel
A Hotel for Creative Minds and Curious Spirits.
Industry
- Lifestyle
- Hospitality
Year
Services
- Brand Identity
- Animation
- Copywriting
- Photography
- Signage
- Strategy
- Web Design
Brief
Now Now is a first-of-its-kind pod hotel in the heart of NoHo, NYC. Featuring small, high-design, single-occupancy rooms with shared bathrooms, Now Now offers a bold and transformative hotel experience for travelers seeking a deeper understanding of themselves and the world around them. Collaborating with a group of established hoteliers, we were tasked with developing a brand identity that feels distinctly “now” and resonates with today’s sophisticated solo traveler — while still possessing the longevity to remain an enduring hospitality brand well into the future.
Finding
We began the design process with a single thought in mind: “We are not a destination; we’re part of the journey.” Viewing the hotel as a liminal space — an ephemeral point of connection, restoration, and a launching pad for everything NYC has to offer — we shaped an organic, almost otherworldly design direction. The blocky logo incorporates rounded motifs inspired by keyholes and portals, symbolizing gateways to new experiences. When combined with the unique gradient color palette, it evokes a nostalgic, almost Kubrick-esque aesthetic.
Breaking away from traditional hospitality language, Now Now is centered on connection, inclusivity, and celebrating the present moment — a feeling best encapsulated by our tagline: “Be Where You Belong.” The overall brand is vibrant, captivating, and unlike any other hotel in the city, yet it remains rooted in the universal spirit of travel — transformative, free, and full of possibility.
