Grayton Hotel


Blazon Hotels




Dubai – United Arab Emirates

project Type

Brand Development

Grayton Hotel Dubai is a part of Blazon Hotels' portfolio of properties. Located in the urban heart of old Dubai. We were engaged for a full brand identity and hotel roll-out based upon a unique boutique experience. The Grayton Marketing Team was looking to create a strong brand to enter the competitive market, as well as marketing communication support, to engage with the local community. Additionally, the brand creation of the hotel’s outlets and restaurants, required an individual approach, positioning the hotel around users’ unique experiences.

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.

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