A Journey Through Creative Hospitality
YellowSquare is an Italian hostel chain designed for young travellers seeking unique and memorable experiences. Positioned as a vibrant hub for connection and cultural exchange, the brand offers more than just accommodation. As an expanding business with locations in Rome, Milan and Florence, each hostel creates dynamic social and cultural moments not only for its guests but also for local clients drawn to its parties, workshops, classes, talks, markets, hair salons, concerts, comedy shows and much 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 is known for its youthful energy. While the creative work needed to reflect this vibrant identity, it was critical to maintain a sense of professionalism and consistency to engage not only travellers and local clients, but stakeholders, potential partners and future investors. Over two years, I collaborated with the marketing department and other teams, gaining valuable insights into operational challenges and helping close the gap between strategy and execution.
Definitely a party hostel, YellowSquare is known for its youthful energy. While the creative work needed to reflect this vibrant identity, it was critical to maintain a sense of professionalism and consistency to engage not only travellers and local clients, but stakeholders, potential partners and future investors. Over two years, I collaborated with the marketing department and other teams, gaining valuable insights into operational challenges and helping close the gap between strategy and execution.
My work spanned across five key areas: Core Brand Identity, Digital Engagement, Event Campaigns, Guest & Local Experiences and Strategic Efforts & Expansions.
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 as a blend of The Explorer and The Creator and developing several assets to ensure consistent communication, unified visuals and a clear 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 as a blend of The Explorer and The Creator and developing several assets to ensure consistent communication, unified visuals and a clear tone of voice across all platforms.
Digital Engagement
Here, I worked to ensure YellowSquare’s online presence remained relevant in a highly competitive market. Being an in-house creative allowed me to engage daily with our primary audience, Gen Z, gaining valuable insights into their preferences and expectations. This understanding enabled me to effectively manage the hostel's website, mailing strategies, digital campaigns and social media content.
Here, I worked to ensure YellowSquare’s online presence remained relevant in a highly competitive market. Being an in-house creative allowed me to engage daily with our primary audience, Gen Z, gaining valuable insights into their preferences and expectations. This understanding enabled me to effectively manage the hostel's website, mailing strategies, digital campaigns and social media content.
Event Campaigns
YellowSquare hosts large-scale national events held simultaneously across its three locations. These include standout initiatives such as week long celebrations, sustainability conferences, social equality talks and, in 2024, a two-month-long national karaoke competition in partnership with Tuborg beer and Havas Milan. These events require comprehensive, well-structured communication strategies to effectively engage guests and local audiences in each city.
YellowSquare hosts large-scale national events held simultaneously across its three locations. These include standout initiatives such as week long celebrations, sustainability conferences, social equality talks and, in 2024, a two-month-long national karaoke competition in partnership with Tuborg beer and Havas Milan. These events require comprehensive, well-structured communication strategies to effectively engage guests and local audiences in each city.
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. Each experience required creative materials that reflected the brand’s identity, like posters for communication and also decoration, ensuring all activity was both visually captivating and aligned with the hostel's spirit of connection and exploration.
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. Each experience required creative materials that reflected the brand’s identity, like posters for communication and also decoration, ensuring all activity was both visually captivating and aligned with the hostel's spirit of connection and exploration.
Strategic Efforts & Expansions
My role extended beyond day-to-day creative tasks, contributing to YellowSquare’s long-term vision and growth. This included supporting initiatives for future openings, aligning strategies with broader goals like pursuing a B Corp certification, creating materials for industry conferences such as STAY WYSE, preparing new 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 initiatives for future openings, aligning strategies with broader goals like pursuing a B Corp certification, creating materials for industry conferences such as STAY WYSE, preparing new product launches and international expansion. My work helped ensure the brand remained recognizable, adaptable and ready to seize new opportunities.
