This is a brand that knows their audience. I can almost hear the questions in those early meetings: How do most hotels sell themselves? Answer: Let’s do the opposite. How do we describe what we’re about in a few words? Answer: “Get up and go” – a great brand statement backed up with a set of assertive slogans such as “Wake up to the city”; “Don’t visit live it”; “Less chill more thrill”. The language used is an integral part of the identity, with these snippets acting as a declaration of Assembly’s opinion on travel.