Building a soulful, off-menu brand for luxury travellers.
BRAND CREATION | CAMPAIGN
KNOW THE STORY. LIVE A CHAPTER
Brief
Born from the belief that traditional hotels lack space, freedom, and originality — while apartments lack service and luxury — This Time Tomorrow set out to create something new. They needed a brand with meaning, edge, and distinction, built from scratch.
Solution
We created the brand from the ground up, from naming and positioning, through to visual identity and launch campaign.
At its heart was the idea: "Know the story. Live a chapter.” This informed everything: from a logo inspired by narrative icons and the alliteration of the name, to a brand world that felt curated, immersive, and full of possibility.
We explored the luxury of the unrushed — the joy of discovering everyday moments in unfamiliar places. A brand built around simple pleasures, unexpected tangents, and ‘off-menu’ experiences. A little wilder. A little more personal. The start of your own story in a beautiful city.
Tone of voice
In the spirit of storytelling, we developed a tone of voice that used the third person to turn moments into stories which await them in the city.
Visual identity
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Agency: Boldspace
Executive Creative Director: Mike Beukes
Art director / designer: Yuko Kondo / Anyhow Studio
Copywriter: Mike Beukes
Strategist: Adam Larter | Nick Ford-Young
Client service: Eloise Lidell
Digital agency: Anyhow Studio
Agency producer: Tom Franz