Aedes had built their reputation as a developer on a commitment to the long-term – making sensitive decisions that would enhance local neighbourhoods and quality of life. But what do those values look like for a family of hotels? We defined a positioning that would inform Aedes’ approach to hospitality and brand across each new hotel: The key to longevity now. It’s a signal that Aedes offers a deeper, more meaningful hotel experience.

This thoughtful approach filtered through the entire Aedes brand – from tone of voice to a narrative and vision for communicating with collaborators, industry and guests – and across the creative concepts for the hotels themselves.

We created a concept and design system across the hotels that makes use of the language of literature, building on the idea that much like books, the places we visit transport us and stay with us. It’s an approach that invites all guests to be part of an ongoing story – and the opening chapter is Aedes’ first hotel, De Durgerdam.

With De Durgerdam, Aedes are equipped with a brand and identity that captures the unique atmosphere and history of a hotel set beside the still waters of the Durgerdam Dijk – where every image tells a story, where graphic devices invite a closer look, and where the colours of the Durgerdam spring from every application. And with their wider brand, they have a collection of hotels that aren’t just places to stay, but places with heart and soul.

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