chic&basic hotels
Brand copy, editorial & localisation (EN / NL)
An ongoing collaboration focused on shaping a distinctive, playful brand voice across all touchpoints — from website and campaigns to in-room copy and guest experience. Writing that not only informs, but interacts.
About the project
chic&basic is a concept-driven hotel brand built on experience, attitude, and personality. Each hotel tells its own story — yet all share a common thread: a playful, provocative way of engaging with guests.
I worked across the brand ecosystem, developing and refining copy in English as the primary language, while adapting key content for the Dutch market. The challenge is to maintain a consistent tone while allowing each hotel concept to express its own identity through language.
From website copy to in-room messaging, every text was designed to feel alive, original and slightly unexpected — always aligned with the brand’s “playful stays” philosophy.
Role
Copywriting (EN)
Editing and localisation (ES → EN) & (EN → NL)
Tone of voice development
details
Markets: Global — NL localisation; ES → EN transcreation (playful, brand-led)
Brands: chic&basic Hotels
Channels: E-commerce / CRM / In-hotel experience / Campaigns / Editorial
Brand storytelling
Writing for chic&basic means writing beyond the functional. Each text invites the guest into a narrative — one that balances clarity with character, and information with attitude.
The voice remains simple and direct, yet always leaves room for interpretation, humour, and a subtle sense of provocation.
“You’re not just checking in. You’re stepping into something.”
Editorial and experiential copy
Beyond the website, the work extended into the physical experience of the hotels themselves. From amenities to in-room details, each touchpoint was treated as an opportunity to interact with the guest — using language that is concise, playful, and unmistakably chic&basic.
Available for similar collaborations |
irene@theeditorialista.com
