We were approached by the Grayton Marketing Team to develop a full brand identity and hotel roll-out for the Grayton Hotel Dubai, which is a part of Blazon Hotels' portfolio of properties. The hotel is situated in the heart of old Dubai and offers a unique boutique experience to its guests. The Grayton Marketing Team was looking for a strong brand that could compete in the highly competitive market, as well as effective marketing communication support to engage with the local community. We also had to create unique brand identities for the hotel's outlets and restaurants, positioning them around the unique experiences they offer to the guests.
What we did
Brand Strategy / Tone of Voice / Brand Identity / Hotel Collaterals Roll-Out / Brand Guidelines
The project
With the high saturation of Dubai’s hospitality market, ensuring Grayton Hotel had a strong distinctive and authentic brand feel would be the stepping-stone for future success. Identifying key differentiation points, opportunities and communication objectives kicked off the branding exercise. Brand positioning, reflecting a well-travelled family, was at the heart of Grayton’s vision, and helped to roll out the entire brand universe for the brand. The creation of handcrafted symbols and typography across English and Arabic languages echoed the unique boutique premium experience of the hotel. We supported with full brand identity rollout for the hotel’s outlets: CitrusO2, Bukhara, Zanzibar Lounge and G&T Bar Launch, which complimented unique brand experiences.
The Results
With a full brand identity and brand guideline rollout, Grayton Hotel Dubai launched, welcoming its visitors for the celebration of the holy month of Ramadan. Our team helped with the rollout of the brand creative, ensuring consistency across all touchpoints, as well as community engagement across key local influences, creating attraction and conversation around the new hotel. Bukhara, CitrusO2, Zanzibar Lounge and G&T Bar Launch, remain to be the key attractions within the urban district, ensuring high foot traffic across the year.
