Overview

Grayton Hotel Dubai, a part of Blazon hotels, is located in the Urban heart of the emirate, got in touch with Jpd for a full brand identity and a unique concept around the boutique experience. Set to launch in Q2, 2019, Grayton Team was looking to create strong brand to enter competitive market, as well as marketing communication support, to engage with local community. Additionally, brand creation of the hotel’s outlets and restaurants, required an individual approach, positioning hotel around user’s unique experiences.

Challenge & Solution

With high saturation of Dubai hospitality market, ensuring strong new entry with a distinctive and authentic brand is a stepping-stone for future success. Identifying key differentiation point, opportunities and communication objectives kicked off branding exercise. Brand positioning, reflecting a well-travelled family, was at the heart of Grayton’s vision, helped to roll out the entire brand universe for the brand. Creation of handcrafted symbol and typography across English and Arabic languages echoed the unique boutique premium experience of the hotel. Jpd supported with full brand identity roll out for the hotel’s outlets: CitrusO2, Bukhara, Zanibar Lounge and G&T Bar Launch, which complimented unique brand experiences.

The Results

With a full brand identity and brand guideline roll out, Grayton Hotel Dubai launched in May, 2019, welcoming its visitors for the celebration of the holy month of Ramadan. Jpd team helped with roll out of the brand creative, ensuring consistency across all touch points, as well as community engagement across key local influences, creating attraction and conversation around the new hotel. Bukhara, CitrusO2, Zanibar Lounge and G&T Bar Launch, remain to be the key attractions within the urban district, ensuring high foot traffic across the year.