Brand, architecture + marketing.
What if you could change the world while you sleep? Change doesn't happen overnight, and that juxtaposition created the concept behind Change Overnight Hotel.
Change is the world's first social enterprise hotel, where you get to stay a night and support a cause.
So how does it work? Choose a room, choose a cause. For each night stayed a contribution is made to the charitable cause of your choice. You can literally wake up to a better world, and that's pretty awesome if you ask us!
We are super proud to have birthed this concept from deep within the S. Team; from dreaming up an idea that could create a positive impact on the world, to putting together a business model, brokering a property deal with a legendary local, and designing and creating a considered hotel, brand and experience that brought the idea to life.
Check them out here: www.changeovernight.co
Brand + marketing
Our marketing team played a heavy hand in creating a considered brand experience, from booking through to check out. The concept 'from dark to light' is reflected in the architecture, branding and marketing through a black and white colour palette.
The brand we created truly reflects the notion of change, through the idea that it would not be static. The logo is in a continual state of flux, to reflect 'change' and speak to the idea that it is possible to put change in motion.
This informed the brand experience elements, such as the incredible murals that reflect the human life that can be positively impacted through your stay.
![Change Web Portfolio 2000 RGB 300dpi 2](https://sgroup.com.au/uploads/users/Change_Web_Portfolio_2000_RGB_300dpi_2.jpg)
![Change Web Portfolio 2000 RGB 300dpi 3](https://sgroup.com.au/uploads/users/Change_Web_Portfolio_2000_RGB_300dpi_3.jpg)
![Change Web Portfolio 2000 RGB 300dpi 4](https://s-group.imgix.net/projects/change-overnight/Change_Web_Portfolio_2000_RGB_300dpi_4.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1207&ixlib=php-3.3.0&q=82&usm=20&w=1320&s=07d441a0aae507cbc3892e0d5f166fea 1320w, https://s-group.imgix.net/projects/change-overnight/Change_Web_Portfolio_2000_RGB_300dpi_4.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=907&ixlib=php-3.3.0&q=82&w=992&s=574051067032a9122281213cf5b6f14a 992w, https://s-group.imgix.net/projects/change-overnight/Change_Web_Portfolio_2000_RGB_300dpi_4.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1815&ixlib=php-3.3.0&q=82&usm=20&w=1984&s=544c0fdfe84ca24b17e47876b7206672 1984w, https://s-group.imgix.net/projects/change-overnight/Change_Web_Portfolio_2000_RGB_300dpi_4.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=702&ixlib=php-3.3.0&q=60&w=768&s=9789e62d2d5eb8f45ea24e2ea4dfa8f6 768w, https://s-group.imgix.net/projects/change-overnight/Change_Web_Portfolio_2000_RGB_300dpi_4.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1405&ixlib=php-3.3.0&q=60&usm=20&w=1536&s=ba67dc8e19f91f341ad22ca0f4de2f0f 1536w, https://s-group.imgix.net/projects/change-overnight/Change_Web_Portfolio_2000_RGB_300dpi_4.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=585&ixlib=php-3.3.0&q=60&w=640&s=4c13e817af311885c743ac2d207cc088 640w, https://s-group.imgix.net/projects/change-overnight/Change_Web_Portfolio_2000_RGB_300dpi_4.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=475&ixlib=php-3.3.0&q=60&w=520&s=d8c77613ea682ddbec8800175d9bada2 520w, https://s-group.imgix.net/projects/change-overnight/Change_Web_Portfolio_2000_RGB_300dpi_4.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=951&ixlib=php-3.3.0&q=60&usm=20&w=1040&s=906a753a803aef31818e067150d91005 1040w)
![Change Web Portfolio 2000 RGB 300dpi 5](https://s-group.imgix.net/projects/change-overnight/Change_Web_Portfolio_2000_RGB_300dpi_5.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1911&ixlib=php-3.3.0&q=82&usm=20&w=1320&s=9e43b9ffdf56733152762713e7876125 1320w, https://s-group.imgix.net/projects/change-overnight/Change_Web_Portfolio_2000_RGB_300dpi_5.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1436&ixlib=php-3.3.0&q=82&usm=20&w=992&s=005b1f060c47eb58de2e3d35bfe0b154 992w, https://s-group.imgix.net/projects/change-overnight/Change_Web_Portfolio_2000_RGB_300dpi_5.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1112&ixlib=php-3.3.0&q=60&usm=20&w=768&s=783871d600d6c14e6fc10082c04b3fe8 768w, https://s-group.imgix.net/projects/change-overnight/Change_Web_Portfolio_2000_RGB_300dpi_5.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=926&ixlib=php-3.3.0&q=60&w=640&s=a97e77ffcfb35e7473766cd8d9fd7a99 640w, https://s-group.imgix.net/projects/change-overnight/Change_Web_Portfolio_2000_RGB_300dpi_5.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=753&ixlib=php-3.3.0&q=60&w=520&s=10762ebc059659458778f4ae123dfacf 520w, https://s-group.imgix.net/projects/change-overnight/Change_Web_Portfolio_2000_RGB_300dpi_5.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1506&ixlib=php-3.3.0&q=60&usm=20&w=1040&s=5bcf75ef4d944b0bd27ba0bc66a85b7c 1040w)
Web development & photography
After establishing a brand concept, our team got to work designing and developing a website that reflected the core values to the target market. Marketing a brand new hotel means communicating the value of the experience to guests from the first click. The concept behind the physical design of the space is reflected throughout the web content, and the stunning and emotive imagery of our photography team.
![Change Launch RGB 300dpi 12](https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-12.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=880&ixlib=php-3.3.0&q=82&usm=20&w=1320&s=36f1ee2cb23e3b190402d95f1bc819c4 1320w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-12.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=661&ixlib=php-3.3.0&q=82&usm=20&w=992&s=477ab2944e7b5b73b9b4601c70ccda00 992w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-12.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=512&ixlib=php-3.3.0&q=60&usm=20&w=768&s=896a66ea2d96b8340c9f3d5148b67f1d 768w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-12.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=426&ixlib=php-3.3.0&q=60&w=640&s=a5fe8c044955bf46390771f92ccf52fa 640w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-12.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=346&ixlib=php-3.3.0&q=60&w=520&s=cdba78396f43352fa1958c4054da215c 520w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-12.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=693&ixlib=php-3.3.0&q=60&usm=20&w=1040&s=cb775bb5e7eeaa2b1a288f22c44e0f2a 1040w)
![Change Launch RGB 300dpi 26](https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-26.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=880&ixlib=php-3.3.0&q=82&usm=20&w=1320&s=1e15da78affc5c891bc018bc87e9b246 1320w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-26.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=661&ixlib=php-3.3.0&q=82&usm=20&w=992&s=f5c22e6dc8269d12b2a88be1b8114152 992w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-26.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=512&ixlib=php-3.3.0&q=60&usm=20&w=768&s=2dd2828bc5ea64f43e17981b90f903f9 768w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-26.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=426&ixlib=php-3.3.0&q=60&w=640&s=f212dae297f06d626a568f0301b29f5f 640w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-26.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=346&ixlib=php-3.3.0&q=60&w=520&s=18ed4662265beab8a7ef7c1bb0176902 520w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-26.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=693&ixlib=php-3.3.0&q=60&usm=20&w=1040&s=1e01e665d101c28f6be9e25f29d1ae74 1040w)
![Change Launch RGB 300dpi 29](https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-29.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=880&ixlib=php-3.3.0&q=82&usm=20&w=1320&s=b53267fe2803d4954a4caf1cb04e4c21 1320w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-29.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=661&ixlib=php-3.3.0&q=82&usm=20&w=992&s=6f2e4102a8185bb7841534a7598b2c78 992w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-29.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=512&ixlib=php-3.3.0&q=60&usm=20&w=768&s=65db18947926f6f1c916ac913ef03c32 768w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-29.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=426&ixlib=php-3.3.0&q=60&w=640&s=7e7fab70da71abde1773629a9aa1619f 640w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-29.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=346&ixlib=php-3.3.0&q=60&w=520&s=cca736111090df06c57d076ce77d513b 520w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-29.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=693&ixlib=php-3.3.0&q=60&usm=20&w=1040&s=0cac2e6a9c92a0eb30eaa0e80b1c7fda 1040w)
![Change Launch RGB 300dpi 2](https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-2.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=880&ixlib=php-3.3.0&q=82&usm=20&w=1320&s=bf212d21b9409a20fbc0a60c5df52212 1320w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-2.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=661&ixlib=php-3.3.0&q=82&usm=20&w=992&s=c02421b604cb97a33130f9e90a7e7214 992w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-2.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=512&ixlib=php-3.3.0&q=60&usm=20&w=768&s=f5c08117df6a234250e9d0e42143ea8b 768w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-2.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=426&ixlib=php-3.3.0&q=60&w=640&s=342f1ce823d87cf441df6d9e1654549c 640w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-2.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=346&ixlib=php-3.3.0&q=60&w=520&s=4add5eccf59030289df59e5528dcb64e 520w, https://s-group.imgix.net/projects/launceston-toyota/Change_Launch_RGB_300dpi-2.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=693&ixlib=php-3.3.0&q=60&usm=20&w=1040&s=18ebf186501766daa10e3a194af5c82b 1040w)
![Change Hotel RGB 300dpi 5](https://sgroup.com.au/uploads/users/Change_Hotel_RGB_300dpi-5.jpg)
Architecture
The project brief was to fit a modern hotel of self-contained apartments within the existing building fabric. Our archi team did just that, transforming the upper levels from warehouse space into 18 apartments, ranging from 1-bed studios to a 3 bedroom penthouse.
The lower levels were and continue to operate as office spaces - which created unique construction challenges throughout the project. Despite this, the end product is an incredible development that works within the existing structural restraints to offer guests a unique stay in the heart of the CBD.
![2 Bed Low Res RGB 300dpi 007](https://s-group.imgix.net/projects/launceston-toyota/2_Bed_Low_Res_RGB_300dpi_007.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=661&ixlib=php-3.3.0&q=82&usm=20&w=992&s=8a993ab49c00d50c976a97c47a5c6040 992w, https://s-group.imgix.net/projects/launceston-toyota/2_Bed_Low_Res_RGB_300dpi_007.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=512&ixlib=php-3.3.0&q=60&usm=20&w=768&s=03cfe72615cac6c2958e42a085001f70 768w, https://s-group.imgix.net/projects/launceston-toyota/2_Bed_Low_Res_RGB_300dpi_007.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=426&ixlib=php-3.3.0&q=60&usm=20&w=640&s=7672160936b921fdaa324be9bc402e3c 640w, https://s-group.imgix.net/projects/launceston-toyota/2_Bed_Low_Res_RGB_300dpi_007.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=346&ixlib=php-3.3.0&q=60&w=520&s=b0c1df7d81ca1d4048936be3540c106a 520w, https://s-group.imgix.net/projects/launceston-toyota/2_Bed_Low_Res_RGB_300dpi_007.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=693&ixlib=php-3.3.0&q=60&usm=20&w=1040&s=6962408c57b19e05820e60ad9f0ae894 1040w)
![Penthouse Low Res RGB 300dpi 002](https://sgroup.com.au/uploads/users/Penthouse_Low_Res_RGB_300dpi_002.jpg)
You'd struggle to spot this hotel from the street - the exterior of the building retained its key features and original character but was updated in keeping with the dark-to-light theme. Moody colour schemes throughout illustrated the contrast of light and dark, reflecting the brand positioning.
Internally, all of the layouts have been designed to offer optimal living spaces that have earned a big tick for energy efficiency. Plus the design provides private outdoor living spaces for each guest room, with all of the western rooms overlooking the Cataract Gorge and the northern rooms having expansive views of the Tamar Valley.
What's really nifty about this development is that each apartment has been designed to operate completely independently from the rest (including all services such as water, power, etc). So, when it's done being a hotel each apartment can be used as individual apartments or homes in the future!
![Penthouse Low Res RGB 300dpi 007](https://s-group.imgix.net/projects/launceston-toyota/Penthouse_Low_Res_RGB_300dpi_007.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=661&ixlib=php-3.3.0&q=82&usm=20&w=992&s=ee60a6706ad6df72476c007b6112558e 992w, https://s-group.imgix.net/projects/launceston-toyota/Penthouse_Low_Res_RGB_300dpi_007.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=512&ixlib=php-3.3.0&q=60&usm=20&w=768&s=fabab1793cd6a5f2a330f4ec64fc8aca 768w, https://s-group.imgix.net/projects/launceston-toyota/Penthouse_Low_Res_RGB_300dpi_007.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=426&ixlib=php-3.3.0&q=60&usm=20&w=640&s=18aecc49d9fb4cd709be17d4a2cdbe2e 640w, https://s-group.imgix.net/projects/launceston-toyota/Penthouse_Low_Res_RGB_300dpi_007.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=346&ixlib=php-3.3.0&q=60&w=520&s=5c9b396a0afa5a96b441332cbf5f64c9 520w, https://s-group.imgix.net/projects/launceston-toyota/Penthouse_Low_Res_RGB_300dpi_007.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=693&ixlib=php-3.3.0&q=60&usm=20&w=1040&s=0d456e7e37aa954550f1b4bf9e56e4af 1040w)
![2 Bed Low Res RGB 300dpi 001](https://s-group.imgix.net/projects/launceston-toyota/2_Bed_Low_Res_RGB_300dpi_001.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=661&ixlib=php-3.3.0&q=82&usm=20&w=992&s=d265cf5cc51413b66c44d88095cf61e5 992w, https://s-group.imgix.net/projects/launceston-toyota/2_Bed_Low_Res_RGB_300dpi_001.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=512&ixlib=php-3.3.0&q=60&usm=20&w=768&s=5c50198f2edfa262a3b64b6bb3cee9ad 768w, https://s-group.imgix.net/projects/launceston-toyota/2_Bed_Low_Res_RGB_300dpi_001.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=426&ixlib=php-3.3.0&q=60&usm=20&w=640&s=6f9ceb18c2aeea569d588ab726d1202e 640w, https://s-group.imgix.net/projects/launceston-toyota/2_Bed_Low_Res_RGB_300dpi_001.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=346&ixlib=php-3.3.0&q=60&w=520&s=5a7bf0ef498148b0ea7a103b514d9506 520w, https://s-group.imgix.net/projects/launceston-toyota/2_Bed_Low_Res_RGB_300dpi_001.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=693&ixlib=php-3.3.0&q=60&usm=20&w=1040&s=df6a01fde61f5e842fa7ef1a5d303be1 1040w)
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- Change Overnight
Location
- Launceston, Tasmania
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