Most hotel brands have a habit of sounding like hotel brands - but not so citizenM. Its writing is warm, witty and human, showing up everywhere from websites and campaigns to posters, pillowcases and the little things you spot around the hotel. No hushed tones or tired talk of five-star luxury.

We worked with citizenM for years, bringing that same warmth and wit to nine different markets. From big campaigns to the words telling you how to operate the blackout blinds, it's all about making people feel spoken to, wherever they are - without ever slipping into cliché.