New Logo and Identity for NowNow by Saint Urbain

Now Now is a pod hotel from Dovetail + Co, a boutique hospitality collective with seven properties across the U.S. and Bermuda. Situated on the Bowery in Downtown Manhattan, Now Now was designed with the solo traveler in mind, offering compact, single-occupancy rooms with shared bathrooms and open ceilings. The space is located in a restored building originally developed as a lodging house in 1917 (read more about its history and most recent iteration here) and redesigned by Islyn Studio. New York, NY-based agency Saint Urbain developed a full brand identity for Now Now, including naming strategy, logo design, and advertising. We began the design process with a single thought in mind: “We are not a destination; we’re part of the journey.” Viewing the hotel as a liminal sp