Defining an urban experience


Blazon Hotels




Dubai – United Arab Emirates

project Type

Brand Development

The Grayton Marketing Team approached Brandteliers to create a brand strategy and identity for the Grayton Hotel Dubai, which is part of the portfolio of properties owned by Blazon Hotels. The hotel is in the centre of old Dubai, providing guests with a distinctive boutique experience. The Grayton Marketing Team wanted a powerful brand that could succeed in a fiercely competitive marketplace and efficient marketing communication support to connect with the local community. Additionally, we needed to establish distinct brand identities for the hotel's establishments and restaurants and position them based on the guests' unique experiences.

What we did

Brand Strategy / Tone of Voice / Brand Identity / Hotel Collaterals Roll-Out / Brand Guidelines

The project

To succeed in Dubai's competitive hospitality market, Grayton Hotel recognized 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 revolved around positioning the brand as one that catered to a well-travelled family, forming the basis for the entire brand universe. To reflect the hotel's unique boutique premium experience, handcrafted symbols and typography were created for both English and Arabic languages. We provided complete 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 helped to enhance the distinctiveness of each brand experience.

The Results
The Grayton Hotel Dubai has 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 vital role in releasing the brand's creativity by ensuring that every touchpoint reflected consistency. We also generated attraction and conversation around the new hotel by engaging local influences. Bukhara, CitrusO2, Zanzibar Lounge and G&T Bar Launch remain the main attractions within the urban district, attracting high foot traffic throughout the year.

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