Grayton Hotel

An Urban Hotel Brought to Life

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

Grayton Hotel was a new independent property entering Dubai’s competitive mid-upscale market. The owners needed a brand that felt confident, welcoming and rooted in the city, with a clear identity that supported hotel launch, sales activation and long-term growth.

Specialism

Hotel Property Brand Development

client

Grayton Hotel LLC

Location

Dubai, United Arab Emirates

Approach

We built a brand foundation that captured the hotel’s relaxed character and local setting, shaping an identity that felt both familiar and refined.

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 brand provided Grayton Hotel with a clear market position and a distinctive visual presence that supported a confident opening.

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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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.

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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