Branding. Hospitality.

Rove Hotels: Brand Identity

Leisure & Hospitality.
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. The brand has seen multiple-level success, won awards and is continually featured on sites like best design awards.

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.



The aim of Rove Hotels was to align with the Dubai Government's vision in the run up to EXPO 2020 in establishing hotel properties that cater to the growing middle class demographic and younger guest profiles with limited disposable incomes.

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."

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