The Other House

New Luxury: The World's First Residents Club

The Other House is the first ever Residents Club, a new opportunity in the world of hospitality. It takes all the best bits of a hotel and a members club to create a place that has the warmth, comfort and neighbourhood feel of home with all the high-end luxury of a hotel.

Working in the wake of a global pandemic, which has dramatically altered the hospitality industry, we knew that breaks needed to feel different, new and meaningful. Collaborating closely with The Other House, we questioned and challenged the idea of luxury, moving away from the over-the-top stereotype of excessive offerings and being waited on hand and foot.

With its roots in a residential offering, we positioned The Other House to stand apart from its competitors by championing a whole new type of luxury - the luxury of long-stay living. One that lets you kick off your shoes, put your feet on the sofa and feel truly comfortable.

Our close relationship with The Other House team shaped the way we worked. A series of unique workshops and processes produced the special insights which led to the name and four-step strategy to living like a resident: Make it home; Give control; Create a lasting impression; Build it better. These core principles inspire every company decision, internally and externally, and formed the foundation of the brand identity.

Differentiation is key to The Other House, which is why it was critical that the visual identity is fresh yet familiar, and the digital experience is seamless. Bold, confident typography, homely, intimate photography and modern iconography with a classic flourish balances the traditional with the unconventional.

Our whole visual approach is epitomised by illustrator Mariana Rodrigues, who created a commissioned set of drawings inspired by historical wallpapers, brought to life with a subtle motion that adds a fresh sense of exploration and intrigue.

The direct, expressive language is personable and respectful and helps to craft a rich conversation with residents. A specially written messaging matrix ensures the language covers The Other House team across all needs and touchpoints, from long-form PR articles to menus and mailers.

These elements come to life throughout the digital experience, including an integrated app that allows residents to unlock their door, reserve tables, order food, and adjust room lighting and temperature, as well as read articles about local events, restaurants – all through their phone.

With the world moving towards comfort and convenience over pointless opulence, our collaboration with The Other House future-proofs the brand and allows the movers and shakers of today to relax on their journey every step of the way. The Other House gives people, who know where they want to be, exactly what they want before they get there.