When developing a Hotel Brand, Joie Brands is one of the leading agencies in the Middle East

With 13 years of experience, Joie Brands is well versed, trusted and has extensive expertise in building multiple hotel brands. At times, working from a blank canvas to a fully fledged hotel with all its associated requirements. Starting from strategy, brand architecture, tone of voice, visual communications systems, hotel launches and hotel toolkits, we have a unique insight into the hospitality industry and we have become a trusted branding agency for many household name hotels.

As we know what we are doing, we can take the hassle away because we fully understand the nuances of the hotel industry and the brand requirements therein.

Feedback from one customer stated that the 1,000 page brand guidelines we had developed for them has been hailed as the benchmark for all new hotel brands they develop., Our insights and experience within the hotel industry adds a level of meticulous detail to the entire hotel branding process that other ‘generic’ branding agencies could miss out on.

Are you looking to open a new hotel
or are you running a hotel??

Who we’ve worked with

Rove Hotels
Al Alamein
The Alef Residences
W Dubai
North Island

Proven results

Fully Occupied
From launch to fully occupied in 2 weeks
300+ brand touch-points
300+ brand touch-points developed per hotel
1000+ pages of brand guideline
1000+ pages of brand guideline developed per hotel
Award for best new brand
Received an award for best new brand at the international brand awards


Rove Hotels

Rove Hotels was developed in 2016 and positioned as a global mid-market lifestyle hospitality brand to complement Emaar Hospitality Group’s robust portfolio of world-class hotel brands.

Joie Brands was tasked with developing a storyline and brand identity for the hotel, targeting the modern, value-conscious and socially connected generation of travellers, all while paying tribute to traditional Arab hospitality, along with Dubai’s cool, to modern nomads around the world.

Vida Hotels & Resorts

As part of Emaar Hospitality Group’s strategy to expand the Vida Hotels and Resorts brand locally and regionally, Joie Brands was tasked to examine the brand and re-envision it for today’s guests.

The objective was to carefully identify and rectify any gaps within the brand’s positioning and present a refreshed brand identity based on these findings that could also apply to the new residences offering.

North Island

North Island, is part of the Marriott Groups Luxury Collection. It is an exclusive seven star private island hotel in the Seychelles that approached Joie Brands for an effective strategic positioning and identity requirement that entailed solidifying the customer journey.

Joie Brands was tasked with understanding their positioning and consideration of what made them unique and to take them to the next level. Several naming exercises, adjusting tag lines and descriptors were conducted in order to represent the hotel in the best light.

Shaza Hotels

Shaza, a luxurious five star hotel chain based in Saudi Arabia, approached Joie Brands to redefine who they were as a brand. We discovered that they had a strong brand story, however this wasn’t initially reflected in their identity, or in their visual or verbal communication.

Joie Brands managed to unravel that unique story and bring the brand to life by re-engineering the entire visual language suite to ensure whilst retaining elements that had built brand recognition. The end result was a brand evolution that deployed a new visual construction through luxurious visual touch points.


Brand Positioning
Brand Promise
Brand Personality
Brand Identity and System
Brand Guidelines (BPM, BIT, BST)
Hotel Toolkits (Per Property)
Launch Campaign (Print and Digital)