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Introducing Irish flamboyance to city travellers

Problem

Wilde offer premium aparthotels in central city locations. Following significant Wilde offers premium aparthotels named in honour of Oscar Wilde, however the iconic character and flamboyance of the man had not carried over into the identity or brand experience. As part of the Staycity Group, it also existed under the umbrella of the more price-conscious brand, Staycity. They challenged us to reinvigorate the Wilde, to create an entire new brand world deserving of the premium offering.

Solution

Create a stand-alone brand rooted in the world Oscar Wilde would inhabit were he alive today and inject the brand with his ethos, dry wit, awareness, passion for beauty and love of travel.
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Creative

The new Wilde brand employs artful photography, sharp copy, a muted colour palette, and witty illustration to embody the spirit of a modern-day aesthete.
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