We helped create —
Identity, environmental, digital, print
For decades, The Clare Hotel was the drinking hole of choice for the working and creative classes of Sydney’s Chippendale district; rough, unpretentious, and with more than a few layers of history. After sitting vacant for many years, the site was snapped up by developers Unlisted Collection, who came to us with a brief to reimagine it as a 62-room boutique hotel and bar that would put this area on the map once more—while paying homage to the pub’s past glories.
Working together with Right Angle Studio, we responded with a new name and personality for the hotel: Old Clare. This matriarchal spirit would permeate the hotel, providing a dry and direct tone of voice that would lend a layer of rough-and-ready charm to the more luxurious surroundings. Old Clare allowed us to have conversations with guests and surprise them along the way; with her blunt, yet poetic observations appearing across all the hotel’s collateral and communications.
This new character is now a familar face in Chippendale’s evolving cultural landscape; sitting at the heart of urban transformation, while keeping a sense of history intact.
“It is a move away from the box-cutter approach to hotels, showcasing the history and the heritage and introducing new characters to the area”