Image of Friends on rooftop with Bode Logo


Travel is changing fast. New modes, from Airbnb to boutiques, show preferences departing from old-fashioned hotels and moving toward lodgings that are locally-immersive, group-friendly, and self-guided. A yearlong collaboration to fully envision and engineer an answer to shifting demand resulted in something as much a shared movement as a new brand.

A Movement Begins

It started with a concept: a new way of staying for new ways of living. An inspiring manifesto united like-minded travelers looking to feel “more purist, less tourist.” Brand architecture struck balance between global brand and local presence. This vision required a name, as much for a new category as a new brand. Welcoming, like home, yet auspicious and forward-thinking, like a whole new way. Hundreds of variations were explored to arrive at one: Bode.

The name's simplicity extends to identity. Clean, light type stands out among loud brands, stays quiet on-property. Treatments alternate emphasis on master brand or destination. Map coordinate graphic elements invite exploration, as do subtle, location-specific colors. Collateral is spare, curated to support city-specific experience. Look and feel retains white space, using lifestyle imagery in editorial layouts that showcase group dynamics and design-centricity. A responsive digital presence focuses on local experience content and partners, while an integrated booking engine supports brand by enabling floor plan selections that flex to group size.

Designing Experience

Every touchpoint of the Bode experience is mapped to carefully balance global consistency and local distinction as the company scales. Guest and employee journeys, Service Principles, and Facility Factors, all roll up into detailed documents that guide development and operation of Bode everywhere, keeping self-guided, local immersion top-of-mind. And helping identify space for partnerships and memorable details along the way.

The core brand concept required new approaches to shared space. The Bode Hub offers new central food, beverage, and gathering zones, toggling day and night with a clever pub/hub split personality. Design lends to impromptu, casual, flexible use, from grab and go inside in the morning, to evening hangouts outside at the fire pit or aboard Otis the flatbed truck. From wayfinding to art and amenities, every aspect of Bode re-imagines hospitality.

Group of friends sitting outside around a table filled with food and a large candle

Collaborations of this nature cannot be fabricated. FINE shares our passion and deeply understands our industry. Couple that with a willingness to immerse in the holistic process of creating a whole new kind of hospitality company, and the outcome is limitless.

— Phillip Bates, CEO & Fellow Traveler @ Bode