StayAt — Growing an apartment-hotel brand into Sweden's largest, then into an acquisition.

When we started, StayAt didn't add up. The brand looked different everywhere you met it, and the experience changed depending on where you booked and where you arrived.

We didn't start from taste. We interviewed guests and staff, in sales and on the hotel floor, to find where the brand and the experience actually broke. Then we rebuilt from there: identity, website, campaigns, sales films, packaging, and the wayfinding and environments inside the hotels. We even started and branded StayAt's own cricket team, the StayAt Royals, for the Kista hotel's Indian guests. I was creative and client lead across all of it.

StayAt is about the little extra, so the wayfinding and environmental graphics were built to reward attention. Simple materials, hidden details, small things to find on a second look.

We stayed with StayAt as it became the largest apartment-hotel chain in Sweden, and until its acquisition by the international group Forenom.