Spoiler alert: for today's design posts we’re showcasing, we will digitally transport you to Australia. Please welcome aboard to today’s first project. We know it isn’t summer in the southern hemisphere, but once again, we’ll ask you to use your imagination and picture yourself in a warm golden hour, with a beach view and a cocktail in one hand. Today we are presenting QT Rooftop Bar's visual identity featuring a dynamic and elegant aesthetic. It has a dark-toned color palette, still colorful and summer-remitting. The creative minds behind this sublime project are from Toben design studio.

QT Hotels, which comprises ten design lead hotels across Australia and New Zealand, wanted a new brand to work within the overarching QT brand proposition of celebrating individuality. The main requirement and challenge were to create just one brand – to grow traveler loyalty and brand awareness across multiple locations – with the flexibility to make each location distinctly unique, reflecting the individual spaces, experiences, and hotel narratives. Toben created a coherent master logo and graphic treatment that will be used across all locations, with imagery being led by the individual bar concepts. The modular logo celebrates the rooftop location that all bars have in common by underlining the roof of each application across multiple application formats. The lenticular graphic treatment brings a sense of mystery and intrigue to all identities, as well as an abstraction and artfulness that resonates well with the overarching QT brand. The individualized imagery can cover a large spectrum to speak up for each location while being tied together with the graphic treatment.

All venues share the same applications and design apart from the location-specific image. A brand that is simply scalable and easily maintained is an important aspect considering the multitude of properties and management teams. From a design perspective, the brand's consistent characteristics will create brand recognition and loyalty while ensuring it always ties in with the powerful local design aspect that QT Hotels exhibit.