Blazon Hotels

A New Benchmark for Modern Hospitality

Operator Brand Strategy, Identity, Touch-Points, Digital, Roll-Out

Blazon Hotels was created as the flagship operator brand within the Story Hospitality portfolio. The goal was to define a clear, confident identity that could guide future hotel openings, support regional expansion, and give the parent group a distinctive, memorable presence in the market.

Specialism

Hospitality Operator Brand Development

client

Smart Hospitality Solutions

Location

Global

Approach

We shaped a strategic foundation that positioned Blazon Hotels as a contemporary operator focused on clarity, craft and meaningful guest connection.

The work began with operator market mapping, competitive analysis and stakeholder interviews across Story Hospitality. Insights revealed an opportunity to challenge regional category norms by focusing on simplicity, warmth and a refined sense of service. This direction informed the operator's promise and the character of the brand story. A visual language was created to reflect this direction. The design system introduced a confident wordmark, structured typography and a flexible graphic approach that could adapt across different hotel types and cultural settings. This ensured the operator brand could scale without losing coherence as new properties joined the portfolio.

The Solution

We delivered a complete operator brand system that guided hotel identity creation, guest communication and early development across multiple markets.

The identity was built around a clean, modern aesthetic that balanced professionalism with approachability. The visual system covered logo structure, colour direction, typography, image styling and an ownable set of graphic elements. A full set of brand guidelines ensured smooth adoption across internal teams and external partners. A detailed touch point framework was created to guide collateral, digital communication, signage styling and hotel-level applications. Pre-opening assets supported the operator team in presenting the brand to investors, owners and regional partners, giving Blazon Hotels a unified and credible launch platform.

The Outcome

The brand positioned Blazon Hotels as a confident, contemporary operator ready for regional and international expansion.

The clear framework improved brand recognition across partner presentations and supported quicker decision-making for property-level identity work. The system gave Story Hospitality a flexible but consistent platform for future openings and strengthened the group’s presence within the competitive operator landscape across the Middle East and beyond.

Project & Photography Credits

Smart Hospitality Solutions, Blazon Hotels

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Where we Work

Canada, Democratic Republic of Congo, Egypt, Greece, Hong Kong, Japan, India, Indonesia, Malaysia, Maldives, Portugal, Philippines, Saudi Arabia, Singapore, South Korea, Sri Lanka, Thailand, United Arab Emirates, United Kingdom, Vietnam.

Dusit Hotels & Resorts, Elaf Group, Giza Palace Development, Global Hotel Alliance

Albatros Cablogs Herrods Keyfair Mediabion Racity

Albatros Group, Al Ghurair Hospitality, Al Jumeirah Hotels & Resorts, Blazon Hotels, Carlton Hotels

Hilton Worldwide, Hotel Galleria by Elaf, IHG Hotels & Resorts, Jaz Hotels & Resorts Egypt, JW Marriott Marquis Dubai, Kempinski Hotels

Marriott International, Millennium Hotels & Resorts, Nikki Beach Hotels & Resorts, Rotana Hospitality, Senator Cruises

Jumeirah, Blazon Hotels, Carlton Hotels, Dusit Hotels & Resorts, Elaf Group, Hilton Worldwide, IHG Hotels & Resorts, Jaz Hotels & Resorts, JW Marriott, Kempinski Hotels, Marriott International, Millennium Hotels & Resorts, Nikki Beach Hotels & Resorts, Rotana Hospitality, St. Regis, The Luxury Collection, Travco Group.

St. Regis, The Luxury Collection, Travco Group, Vakkaru Maldives