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Blazon Hotels, a subsidiary of Smart Hospitality Solutions (SHS), is a pioneering luxury hotel chain in the United Arab Emirates. Recently, they embarked on a comprehensive rebranding strategy aimed at carving a distinctive niche in a fiercely competitive market while preserving their rich heritage. Anchored on the ethos of "Enriching Experiences," Blazon Hotels now presents a revitalized and contemporary brand identity that resonates profoundly with its discerning target audience. The rebranding initiative encompassed a suite of enhancements, including a captivating new logo, an innovative website design, compelling printed materials, and meticulously crafted content strategies. The outcome is a seamlessly premium and personalised touch, meticulously harmonized across all regional and global touchpoints.
The challenge for the branding agency was to develop a fresh and modern brand identity to help Blazon Hotels stand out while maintaining its heritage and tradition. The task was to create a holistic rebranding package for Blazon Hotels, including a new logo, website design, printed materials, and content strategies catering to different target audiences. They needed a brand identity to appeal to their target market and communicate their premium and personal touch.
We worked closely with Blazon to understand their vision with an in-depth immersion phase, conducting extensive research into the soft branding of the hotel management industry. Jpd also held client interviews and workshops to better understand the brand's values and vision. Based on the approved brand positioning of "Enriching Experiences," our branding agency team proposed an elegant brand identity that encapsulated a premium and personal touch. The new brand was rolled out across key touch-points, with a Brand Guideline to ensure consistency across its regional and global outlets.
The rebranding strategy succeeded, resulting in increased brand recognition and customer loyalty. The new visuals have helped Blazon Hotels stay ahead of its competitors while gaining traction with potential customers. Through our strategic approach, Blazon Hotels has managed to strengthen its digital presence through the creation of an impactful web design that reflects its values and commitment to excellence. The results speak for themselves; Blazon Hotels is now a leading luxury hotel management chain with a portfolio of properties across Europe, Africa, MENA and Asia.
