As We Proceed looks to the skies in its light, youthful brand for Montreal aparthotel Hotel Clouds

Catering to a young audience of travellers, Clouds is a home-like apartment hotel for the ‘on-the-go.’ Located in Montreal’s Quartier Latin, the hotel’s breezy disposition is reflected in its identity, designed by local brand and design studio As We Proceed, that draws inspiration from local street tags and “the energy and spontaneity of young travellers discovering Montreal – a city of culture, contrast, and character.” As Co-founder & Creative Director Emanuel Cohen explains, “We set out to create a brand that felt dreamy yet grounded, playful but not childish, with just enough edge to appeal to students and city explorers looking for an affordable but meaningful stay.” The design direction finds a balance between these contrasts, leaning into the feeling of curated chaos – “like flipping through a travel journal or stumbling on a hidden neighbourhood gem,” with nods to analogue ephemera as well as hand-drawn elements. “Since Hotel Clouds is imagined for young, curious travellers, we wanted the identity to feel approachable, unpolished in the best way, and emotionally resonant.” The logotype for Hotel Clouds uses a customised typeface that reflects the brand’s nonchalant, offbeat, and effortless spirit. Mixing large and small letterforms creates a unique rhythm – informal and unpredictable, reflecting the spontaneity of travel. In addition to the customised logotype, Cohen notes that Monokrom’s Viksjø, as the primary typeface, introduces a bit of contrast and calm. “Its softer curves and slightly brutalist-feel ground the brand with a sense of stability and accessibility,” he tells us. Meanwhile, Out of the Dark’s Syncro Italic adds movement and attitude with its sharp, stylised forms, echoing the energy of young travellers navigating the city, expressive without being overpowering. “Together, these typefaces create a dynamic typographic voice – part editorial, part street-smart – that mirrors the hybrid personality of Hotel Clouds – relaxed, affordable, and practical.”