HQ

HQ offers hotel owners the transformative smart lifestyle solution that reimagines hospitality and elevates properties into a global network of distinguished HQ hotels. Leveraging over two decades of SCE’s expertise and proven success in lifestyle hospitality, HQ is redefining richness through experience by turning every hotel space into exceptional hubs for dining, nightlife, and wellness. The HQ identity draws from the allure and charm of SBE and reimagines it for a younger generation through a subtly seductive, tasteful, and experiential identity. Wild Places conducted research across multiple industries including music, fashion, visual arts, and pop culture to understand how consumers emotionally respond to typography, color, and sensuality, studying central themes to inform the design system for HQ. To underscore HQ’s core principles of intentionality and calculated efforts, the developed brandmark draws from the greek letter Phi, a symbol representing the golden ratio and associated with the essence of harmony, balance and beauty.