NAMING
An invisible yet ever-present link
Client
Yurbban Hospitality Group
Services
Naming
In collaboration with
Paisana Studio
The Challenge
Any organisation that engages in buying and selling needs brand architectures that allow for flexibility. Sometimes this is achieved through catch-all brands, but Yurbban Hospitality Group refused to settle for its hallmark of versatile hotels being nothing more than a generic brand, no matter how much diversity might sit under its new brand. How do you define something that, by the nature of the business, defied any definition?
Colectia
The brand needed to convey unity in diversity: the same service quality, the same standards, the same way of understanding hospitality, but in potentially different settings. That led us to the idea of movement—what moves us—change, and the collective.
A name that would sound practical for those travelling for leisure or for work. It was not only about being easy to pronounce, but also about being easy to fill with meaning.
It was essential to suggest shared quality, but we could not build it on premium or luxury promises.
A “co-” prefix that links the brand to verbs such as “share”, “collaborate”, or “coordinate”. A single point of view across diversity.
A Latinised ending for a friendlier sound.
The name is built with hospitality vocabulary such as “collection”, while speaking to range and plurality.
Colectia’s strengths as a brand name
In addition to its registrability and its closeness to familiar positive meanings (such as plurality: the brand itself makes it clear from the outset that there are more hotels managed under similar criteria), the brand speaks of something accessible without diminishing it, and it incorporates diversity into its very name, leaving room for an operationally fragmented brand experience.
