The brief was to humanise AC Hotel’s brand promise ‘Designed to deliver’ towards modern business travellers. Following the steps in our Empathy Loop we took a deep dive into the target audience. Diving deep into their lives, we realised that much like AC Hotels, business travellers only come with the essentials. Our approach resulted in a brand property under the flag: “Unpacked”. AC’s Unpacked is an online editorial platform that uncovers what inspiring entrepreneurs find essential to doing what they do.