After travelling to the US, client James Fry was captivated by the American icon that is the Airstream trailer and conceived a plan to relocate six reconditioned trailers onto the unused rooftop of the nondescript Melbourne carpark he owns. The client came to Self-titled with the bare bones of the idea, wanting assistance with bringing all aspects of the brand to life. It was indentified early on a strong brand concept was required to ensure the project had longevity beyond the initial novelty.
Self-titled created a brand positioning around the idea of what the project was not – a conventional hotel. The name and logo explicity express this idea, with a subtle nod to the slashed ‘no symbol’. Notel caters to a new breed of urban traveller, a savvy persuer of authentic local experiences. We wanted to celebrate the best of Melbourne, reframing both high and low culture through our unique lens. This helped inform the website design which reveals and reframes layers of content. An online guide gives guests the low down on Notel’s recommended places to eat, drink and discover. Beyond the visual identity, self-titled consulted on art and interior design collaborating with Edwards Moore for the latter. Ash Keating was commissioned to create a huge site-specific mural created with his signature paint filled fire extinguisher technique.
By working with the client from the inception of the idea, Self-titled has been able to add value at every step of the journey, creating a vision that’s inspiring people to engage on social media, and brands to become partners.
Set to launch very shortly, Notel has already garnered significant mainstream press coverage and received large numbers of advanced bookings and function reservations.