A Journey Through Creative Hospitality
YellowSquare is an Italian hostel chain for young travellers, with locations in Rome, Milan and Florence. Beyond accommodation, it’s a cultural hub with parties, workshops, talks, concerts and more. As an in-house creative, I had the opportunity to fully immerse myself in the brand's daily operations and culture.
My Challenges
Definitely a party hostel, YellowSquare needed creative work that captured its vibrant energy while staying professional and consistent for travellers, locals, partners and investors. Over two years, I supported marketing and other teams, helping close the gap between strategy and execution.
Definitely a party hostel, YellowSquare needed creative work that captured its vibrant energy while staying professional and consistent for travellers, locals, partners and investors. Over two years, I supported marketing and other teams, helping close the gap between strategy and execution.
My work spanned across these five key areas:
Core Brand Identity
Thanks to my background in advertising agencies, I collaborated on the introduction and refinement of clear brand guidelines. This included identifying YellowSquare’s archetype and developing several assets to ensure consistent communication, unified visuals and tone of voice across all platforms.
Thanks to my background in advertising agencies, I collaborated on the introduction and refinement of clear brand guidelines. This included identifying YellowSquare’s archetype and developing several assets to ensure consistent communication, unified visuals and tone of voice across all platforms.
Digital Engagement
Here I ensured YellowSquare’s online presence stood out in a highly competitive market. Managed website, email, campaigns and social media, creating content tailored to Gen Z and keeping the brand relevant online.
Here I ensured YellowSquare’s online presence stood out in a highly competitive market. Managed website, email, campaigns and social media, creating content tailored to Gen Z and keeping the brand relevant online.
Event Campaigns
YellowSquare hosts large-scale national events held simultaneously across its locations. I created strategies and communication for large national events, from social equality talks to a national karaoke competition in partnership with Tuborg beer and Havas Milan.
YellowSquare hosts large-scale national events held simultaneously across its locations. I created strategies and communication for large national events, from social equality talks to a national karaoke competition in partnership with Tuborg beer and Havas Milan.
Guest Experiences
In addition to its larger events, the hostel offers exclusive experiences designed specifically for guests. These include private parties, art workshops and classes ranging from pasta cooking lessons to yoga and basic Italian. I designed all the materials ensuring consistency and brand spirit.
In addition to its larger events, the hostel offers exclusive experiences designed specifically for guests. These include private parties, art workshops and classes ranging from pasta cooking lessons to yoga and basic Italian. I designed all the materials ensuring consistency and brand spirit.
Strategic Efforts & Expansions
My role extended beyond day-to-day creative tasks, contributing to YellowSquare’s long-term vision and growth. This included supporting new openings, pursuing a B Corp status, industry conferences, product launches and international expansion. My work helped ensure the brand remained recognizable, adaptable and ready to seize new opportunities.
My role extended beyond day-to-day creative tasks, contributing to YellowSquare’s long-term vision and growth. This included supporting new openings, pursuing a B Corp status, industry conferences, product launches and international expansion. My work helped ensure the brand remained recognizable, adaptable and ready to seize new opportunities.
•••
YellowSquare Hostel - Client
Paola Caridi - Marketing Director
Regina Worle - Creative Leader
Marcelo Feitosa / Chiara Mancino - Creatives
Flavia Nalli / Enrico Cappi / Aurora Rotondo - Event Managers
Ahmad Miloud / Julio Balarezo / Lucho Pino - Event Coordinators
Emanuele Spinelli / Monica Ranieri / Alessandro Cacelli / Andrea Cannavó - Operations
Paola Caridi - Marketing Director
Regina Worle - Creative Leader
Marcelo Feitosa / Chiara Mancino - Creatives
Flavia Nalli / Enrico Cappi / Aurora Rotondo - Event Managers
Ahmad Miloud / Julio Balarezo / Lucho Pino - Event Coordinators
Emanuele Spinelli / Monica Ranieri / Alessandro Cacelli / Andrea Cannavó - Operations
