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 Idea
Opportunities and Insight Report
Brand Architecture
Brand Naming
Brand Identity
Brand Guidelines
Brand Communications and Collateral
Brand Audit (including VISEQS)
Insight Research
Brand Positioning
|
| Team size |
5 The Brand Union
5 Client |
White Bay is a rare coastal destination that is an exceptional escapist resort-style community on the placid shores of Umm Al Quwain.
Emirates Sunland Group, the developer of the project, is a joint partnership between Dubai-based Emirates International Holdings and the Australian Sunland Group. The award-winning property development company is famed for the iconic world first 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 is 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 Emirates Sunland Group in the regional market as a leading property developer.
Drawing from the project
The Brand Union designed a sophisticated and uncluttered brand identity and visual communication that draws heavily from the ethos of the project and utilises 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 perfect balance of clean white sands, fresh ocean breezes and clear emerald waters meet lush green parklands – is echoed in the colour palette.
A new destination
As the project is also the first major development in Umm Al Quwain, we needed to sell the destination as well as the development. Dubai is already a sought after destination and our objective was to create the perception that Umm Al Quwain is the next big destination – a hidden paradise.
This was achieved through the imagery that we used throughout the brand collateral – hero images featuring natural landscapes and lifestyle images illustrating the way of life where desert meets the beach.
The simplified typographic identity was carefully crafted to proudly sit along side other luxury brands and peers. While the identity was designed to be dynamic and contemporary it has also been developed so that it is flexible and colour can be utilised to highlight the different environments and experiences the resort offers.
We created a stylish and fresh brand communication that was not only world-class but in-touch with the regional market.