Carlton de Brug, a hotel in Mierlo, knocked on our door for a new hotel room design. Due to their audience mainly consisting out of sport teams they asked for sports themed rooms. Since we always consider it our task to question a brief. We came to the conclusion that a simple redesign of the hotel rooms would not fix the problem. So we all took a step back. We went on a quest to find the essence of the hotel, the purpose. We conducted a thorough analysis of the hotel. The outcome? The complex needs to become a coach that helps its guests to pursue a social and fit way of life. So Carlton de Brug became a coach: HUP. The word ‘HUP’ is the shortest, most active, most sporty, most encouraging Dutch phrase in existence. The new name came with a renovation of the lobby, the rooms and the meeting rooms & with a total rebranding! HUP motivates you to stay fit during your visit. The coach encourages you to take the stairs instead of the elevator, to let off steam on a punch bag in the meeting room and to rent out a bike to discover the surroundings. The coach concept is not meant to be used in the interior alone, it applies to HUP’s employees as well. We swapped the corporate Carlton suits for sporty outfits. All HUP coaches receive training to really stand up to their new titles. But how should all of this be communicated to the outside world? Together with HUP, we determined relevant communication tools and how to make best use of them. A complete brand bible was drawn up.