rove hotels
Discover how we helped Rove refresh its outdated brand guidelines and build a flexible visual system that keeps up with the brand’s transition from hotel chain to lifestyle ecosystem.
Rove is a Dubai born, award winning hospitality brand made for urban explorers. It has evolved from a hotel into a wider lifestyle brand that now includes hotels, branded residences and workspaces. The personality was clear in the physical spaces. The guidelines were not keeping up.
Rove had a strong character and a recognisable tone, but the visual system was not flexible enough for all the new formats: hotel openings, Rove Home launches, digital ads, packaging, social, partner comms. The brand needed updated guidelines that looked fresh, stayed true to Rove’s new identity.
Build a flexible brand system
Keep the brand fresh and consistent
We decided to build the system around the most recognizable part of the brand: the R. The diagonal cut in the letter carries movement and attitude, so we used it as the starting point for a visual language that feels active, modular and easy to scale for hotels and Rove Home.
We extracted the slanted angle from the R and turned it into building blocks.
These blocks could be used in different sizes and colors to form layouts, frames, backgrounds and packaging panels. The result is a look that feels like organized chaos. Structured enough for a brand team to use. Lively enough to match the hotel experience.
We refreshed the typography to match the tone. Bold, in your face, short lines. We added a sticker layer to give the brand small moments of personality on digital ads, welcome packs and social posts.
We kept the voice casual. Talk about staying connected, good locations, smart stays, effortless living for Rove. That way both products speak from the same place, with hotels leaning into stays and residences leaning into belonging.
The refreshed system made Rove’s brand expression consistent across hotels, residences and workspaces.
Ready to use layouts
for digital ads, packaging and launch materials.
refreshed Visual language
that adds character and matches the real life Rove experience.
Expanding customer base
with clearer appeal to different expat nationalities and the local community.
Launch-ready brand
that confidently supports Rove Home launches
