THE HUMAN INSIGHT
By identifying this target audience as 'Rovers', Joie Brands positioned Rove as 'The Pulse of Dubai' — a place that represents a global traveller’s base camp, providing the opportunity to 'explore without borders'. Rove Hotels represents a global traveller's basecamp, providing the opportunity to explore, wander or traverse the world. We delivered the identity concept through a tagline ‘Exploring Without Borders’.
"Designed to represent a global traveller's basecamp, the photography style shows movement and constant activity. A vibrant colour palette complements the Rover's eclectic taste."