This Time Tomorrow
Building a soulful, off-menu brand for luxury travellers.
Background
Born from the belief that traditional hotels lack space, freedom, and originality, and apartments lack personalised service and luxury, This Time Tomorrow approached Boldspace as an early-stage business. It needed a meaningful brand and compelling offering for its two exquisite properties in Florence and Marrakech.
How we got there
We developed the entire brand, from naming, purpose, and mission to brand statements, experience strategy, logo, colourways, brand guidelines, web design, social strategy, films, and launch campaign. Every aspect of Boldspace’s strategic and creative abilities was utilised to bring this project to life.
Brand positioning
We explored the luxury of the ‘unrushed’. The wonder of experiencing somewhere’s everyday for the first time. A beautiful clash of life’s simplest pleasures with its most exotic rarities. A tangent, a diversion, a blissful veer from the long-told stories. The ‘other’ trip. The wild card weekender. Identifying its bold space as ‘off-menu’, we aimed to create a narrative that felt like the brand opened a door for you.
Brand identity
We created a hero colour for each residence location, Florence and Marrakech, giving them a distinct yet familiar feel throughout all brand touch points. We combined it with bold typography to give the brand a modern touch, however still deeply rooted into the local culture.
Website
Our website offers a digital experience focused on exploration rather than conversion. It invites guests to leisurely discover the residences, neighbourhoods, and travel possibilities, in line with the off-menu narrative we created for the brand.
Social media
Our content pillars tell stories of the city and future adventures, bringing This Time Tomorrow’s exotic and simple pleasures to Instagram and Facebook. With a narrative focus, we build brand credibility through organic, always-on content.
Paid social advertising
Our paid social ads offer glimpses behind the scenes of the cities, focusing on building brand recognition and fandom rather than direct conversions. The goal is to invite audiences to step into the brand’s world and subscribe to the ‘Hidden Chapters’ newsletter.
Naming
We connected the founders’ vision of soulful, immersive stays with their curated experiences. We named the brand ‘This Time Tomorrow’ to evoke a literary, creative feel, capturing anticipation and spontaneity in travel.
Inside the residences
We seamlessly integrated the brand into every guest interaction, crafting in-residence items like bookmarks, postcards, notepads, menus, and keycard wallets. Each piece reflected the This Time Tomorrow identity, offering guests a deeply immersive and personalised experience.
Photography and videography
We captured unexpected, delightful moments within the residences. This Time Tomorrow’s imagery focuses on spontaneity, immersing guests in the essence of each city, creating an experience that feels personal and unique to every visitor.
In the media
We introduced This Time Tomorrow to the world by hosting top industry journalists at our residences. Delivering off-menu experiences, we received praise from prestigious publications such as GQ and The Times, among others, raising the brand’s profile.
'Boldspace was instrumental in shaping the This Time Tomorrow brand, helping us create a distinctive presence in luxury hospitality. They elevated our vision, crafting a brand and identity that feel both sophisticated and forward-thinking. From our evocative tagline - This Time Tomorrow. Where will you be? - to a beautifully designed website, they brought everything to life with creativity and precision.'
Thomas Odenthal
Co-founder