Untitled is a new hotel in Tribeca, New York City, catering to content creators, fast-paced Gen-Z and Millennials, seeking inspiring spaces, customised experiences and collaborative connections. 

The brand’s tone of voice and concept “Room for your story” play on the vocabulary the target audience is most familiar with, in a novel, ownable way. Pantone colour of the year 2022 “Very Peri”, defined as a colour that blurs boundaries, was purposefully chosen to invoke the digital age. The flexible wordmark system also extends to the iconography created, resulting in a comprehensive brand suite that can easily be adapted to new locations around the world.