Saint-Urbain Shapes the Soul of Now Now, a Hotel for the Wandering Mind

In a restored 1917 building in Manhattan’s NoHo, Now Now isn’t your average hotel. Designed for solo travelers who move with curiosity and purpose, it’s a modern sleeper-cabin experience wrapped in intentional design and quiet atmosphere.

Creative studio Saint-Urbain crafted the entire brand identity — from strategy and logo to gradients, typography, and merch. The project, born from boutique hotel group Dovetail + Co., became their most open and concept-driven yet.

“This one felt personal,” says founder Alex Ostroff, reflecting on his own solo travels. “We wanted a brand that captures those in-between moments — meeting strangers, drifting through cities, being fully present.”

Visually, the identity is fluid and cinematic. A custom wordmark hints at portals and frames, while a shifting gradient color system captures a range of emotional tones — calm, strange, grounded, vibrant. The supporting typeface, Ginestra, adds quiet confidence with its condensed elegance and personal backstory.

The brand’s voice is warm and reflective. Its tagline — “Be Where You Belong” — speaks to the soul of the solo traveler. Every detail, from signage to digital, is built to feel thoughtful, human, and alive.

Saint-Urbain Shapes the Soul of Now Now, a Hotel for the Wandering Mind

In a restored 1917 building in Manhattan’s NoHo, Now Now isn’t your average hotel. Designed for solo travelers who move with curiosity and purpose, it’s a modern sleeper-cabin experience wrapped in intentional design and quiet atmosphere.

Creative studio Saint-Urbain crafted the entire brand identity — from strategy and logo to gradients, typography, and merch. The project, born from boutique hotel group Dovetail + Co., became their most open and concept-driven yet.

“This one felt personal,” says founder Alex Ostroff, reflecting on his own solo travels. “We wanted a brand that captures those in-between moments — meeting strangers, drifting through cities, being fully present.”

Visually, the identity is fluid and cinematic. A custom wordmark hints at portals and frames, while a shifting gradient color system captures a range of emotional tones — calm, strange, grounded, vibrant. The supporting typeface, Ginestra, adds quiet confidence with its condensed elegance and personal backstory.

The brand’s voice is warm and reflective. Its tagline — “Be Where You Belong” — speaks to the soul of the solo traveler. Every detail, from signage to digital, is built to feel thoughtful, human, and alive.