We needed to create a visual identity that matched Rove’s bold personality and commitment to being anything but ordinary. To do that, we had to move beyond the traditional "luxury living" aesthetic often tied to residential properties. The solution? Build a design system around the most iconic element of Rove’s brand - the letter R.
We used the letter R’s unique, slanted angle to craft modular blocks that became the foundation of Rove’s new identity system. These blocks, in varying sizes and colors, visually embody the brand’s distinctive personality and reflect the vibrant, unconventional spaces that Rove offers. The result is a system that feels like organized chaos. Structured yet bold, it mirrors the energy and fun that defines the Rove experience.
In line with this playful yet polished approach, we also revamped the brand's typeface. We embraced bold, in-your-face typography that makes a statement, complementing the dynamic, lively atmosphere of Rove. To top it off, we introduced a set of stickers as part of the visual system, adding a final layer of personality and flair to the design.
Today, Rove continues to thrive, with plans to launch Rove Home at new locations in 2025 and 2026. The brand has positioned itself as one of Dubai’s most sought-after accommodations for both local and international tourists, consistently enjoying high occupancy rates and cementing its reputation as a favorite for travelers seeking well-designed, vibrant, and value-driven stays.
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