White Bay Destination branding
| Fact |
Value |
| Contact |
Dubai |
| Client |
Emirates Sunland Group
White Bay |
| Project |
Destination branding |
| Industry |
Property/Real Estate |
| Timeline |
9 Months
Oct 06 - Jul 07 |
| Services |
Brand Communications and Collateral
Brand Guidelines
Brand Identity
Brand Naming
Brand Audit (including VISEQS)
Insight Research
Opportunities and Insight Report
Brand Architecture
Brand Idea
Brand Positioning
|
| Team size |
5 The Brand Union
5 Client |
White Bay is an exceptional escapist resort-style community destination on the placid shores of Umm Al Quwain. Award-winning developer Emirates Sunland Group is a joint partnership between Dubai-based Emirates International Holdings and the Australian Sunland Group, and is famed for the iconic Palazzo Versace Hotel and Q1, the world's tallest residential tower.
The simplified typographic identity has been carefully crafted to proudly sit along side other luxury brands and peer
Developing a destination brand in the UAE’s highly competitive market is extremely difficult as differentiators are becoming harder to realise.
As the first project to be unveiled for Emirates Sunland Group, the brand needed to not only reflect the project but also position the company in the region as a leading property developer.
Drawing from the project
The Brand Union designed a sophisticated and elegant brand identity and visual language that draws from the ethos of the project, and the richness and diversity of the location. Capturing the essence of the relaxed, self-sufficient resort style community, the brand identity mirrors the seamless integration between the traditional architecture and modern design The natural environment – a beautiful harmony of clean white sands, fresh ocean breezes and clear emerald waters meeting lush green parklands – is echoed in the colour palette.
A new destination
As the first major development in Umm Al Quwain, we needed to enhance perception of the destination as well as the development. With Dubai already being a desirable destination, our objective was to promote Umm Al Quwain as the next destination of choice - a paradise undiscovered. By carefully selecting beautiful images of the natural landscape and culture in which desert meets beach, we were able to instill this desire throughout the brand collateral.
The elegant typographic identity was carefully crafted to proudly sit along side it's contemporaries in the luxury sector. While the identity was designed to be dynamic and modern, the language was developed to be flexible enough to highlight and set apart different environments and experiences that the resort offers.
The outcome is a fresh and beautiful brand communication, world-class in stature, whilst remaining true to the heritage of the region.