Grayton Hotel

An Urban Hotel Brought to Life

Brand Strategy, Identity, Naming, Guest Touch-Points, Pre-Opening Collaterals, Digital, Roll-Out

The Grayton Marketing Team enlisted Brandteliers to develop a brand strategy and identity for the Grayton Hotel Dubai, part of the Blazon Hotels portfolio. Located in the centre of old Dubai, the hotel offers guests a distinctive boutique experience. The Grayton Marketing Team aimed to create a strong brand that could thrive in a highly competitive market and provide effective marketing communication support to connect with the local community. Additionally, we needed to establish distinct brand identities for the hotel's establishments and restaurants, positioning them based on the guests' unique experiences.

Specialism

Hotel Property Brand Development

client

Grayton Hotel LLC

Location

Dubai, United Arab Emirates

Approach

To succeed in Dubai's competitive hospitality market, Grayton Hotel recognised the importance of establishing a clear and authentic brand identity. The branding exercise began with a focus on identifying key areas of differentiation, potential opportunities, and communication objectives. Grayton's vision centred on positioning the brand as one that catered to well-travelled families, forming the foundation of the entire brand universe. To reflect the hotel's unique boutique premium experience, we created handcrafted symbols and typography for both English and Arabic languages. We provided comprehensive assistance with the rollout of brand identity for the hotel's food and beverage establishments: CitrusO2, Bukhara, Zanzibar Lounge, and G&T Bar Launch. This enhanced the distinctiveness of each brand experience.

The work began with a full brand audit, stakeholder interviews and market review to understand expectations within Dubai’s independent hotel segment. Insights revealed an opportunity to create a brand grounded in comfort, ease and understated style. This direction shaped the tone, personality and guiding idea behind the hotel. A visual language was developed around soft forms, warm neutrals and clear typographic structure to support a calm and contemporary feel. Care was taken to create a system that worked across every touch point, from arrival to pre opening material, ensuring a unified impression from the start.

The Solution

We introduced a complete brand system that supported the hotel’s launch and created a clear identity within the Dubai market.

The identity centred on a modern wordmark supported by a flexible visual framework that could be applied across signage, stationery, digital templates and in room materials. The design system balanced simplicity with personality, giving the hotel a distinct presence without overwhelming the guest journey. A set of pre opening tools was created for internal teams and partners. These included sales collateral, website styling direction and digital communication assets that helped the hotel present itself clearly to travel agents, corporate clients and early guests. The work ensured every element supported the hotel’s story and long term commercial needs.

The Outcome

The Grayton Hotel Dubai successfully launched with a complete brand identity and brand guideline rollout. They are now welcoming visitors to celebrate the holy month of Ramadan. Our team played a crucial role in unleashing the brand's creativity by ensuring consistency across all touchpoints. We also generated buzz and conversation around the new hotel by engaging local influencers. Bukhara, CitrusO2, Zanzibar Lounge, and G&T Bar Launch have become key attractions within the urban district, drawing high foot traffic throughout the year.

The unified identity improved recognition across channels and helped position the hotel as a reliable and approachable choice for travellers. A clear brand structure supported internal teams and ensured consistent application across all guest facing materials. The system offered the property a strong base for growth as Dubai continued to expand its independent hotel landscape.

Project & Photography Credits

Grayton Hotel LLC, Brandteliers

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An Urban Hotel Brought to Life

Brand Strategy, Identity, Naming, Guest Touch-Points, Pre-Opening Collaterals, Digital, Roll-Out

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