Hostel G Perth is one of those projects that still stands out in our journey at YouMakeMe. It was an early opportunity to deliver a full hospitality branding and marketing project in Australia, from concept through to launch.
The brief came from Hotels G (GCP Hospitality), who were looking to create a younger, more accessible sub-brand for modern travellers with smaller budgets. The aim was to build a hostel that felt design-led, social and welcoming, while moving away from the usual hostel stereotypes. Hostel G was imagined as a stylish homebase in Perth. A place to play, work and chill, with community at its core. We retained the DNA of Hotels G, while giving it a more colourful, fun and dynamic twist to appeal to a younger audience.
The brand was created from scratch, making this a true 360 hospitality branding project. From naming and brand strategy to visual identity, experience design and marketing, every touchpoint was considered. A playful quokka, inspired by Perth’s local culture, became a key brand element and reinforced its friendly, approachable personality. A flexible design system built around bold patterns and colours allowed the brand to stay fresh and adaptable across physical spaces, digital platforms and hospitality marketing campaigns. Looking back, Hostel G Perth reflects an early example of how we approach hospitality branding today: design-led, community-focused and built to last.
See the full project HERE.
