Marassi Destination branding

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Nestled along the Northern coast of Egypt just west of Alexandria, Marassi is a 6.2 million square meter premium destination resort development by Emaar, the world-renowned property developer. Catering to residents and tourists year round, it features exclusive premier residential communities, a world-class beach resort as well as a bustling town centre. Marassi’s exciting leisure and entertainment facilities built in the vibrant architectural styles of the Mediterranean provides a sophisticated diversion against a backdrop of pristine beaches, lush landscape and meandering waterways and lagoons.

This destination needed to appeal to the Egyptian elite that frequent the northern coastal area. This set appreciates a premium quality development offering a luxury haven but the area is currently unconsidered. Marassi’s strategic location on the Mediterranean Sea is ideal for tourists and visitors from nearby countries as well. The challenge was to create a destination brand that would interest both locals and tourists alike.

Truly somewhere else

We formed a brand essence of ‘truly somewhere else’ based on the magnificent uniqueness of the lively Mediterranean destination. The location conveys charming reminiscence, exclusivity and culture while offering invigorating outdoor pleasure and a life of luxury. Stretching against a coastline of enchanting tranquillity, Marassi provides a haven from the world. A natural escape or a sophisticated diversion – it’s truly somewhere else.

Exploration of the senses

The Marassi brand was brought to life through a sales centre experience aimed to capture the customer journey based around the exploration of the senses: the magnificent view, the smell and sound of the sea, the touch of all the different textures and the taste of a refreshing drink while gazing at the vast ocean in front of you. As the sales centre was built directly on the onsite development location, this ‘senses’ concept provided the main platform for the brand triggers and guaranteed total customer engagement.

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Eco-friendly environment

A sustainable environment was created through the use of local materials, both new and reclaimed, with minimal impact to the surrounding eco-system.

A successful collaborative effort

The Brand Union worked closely with the Emaar team in Dubai and Egypt to develop the brand strategy that perfectly captures the nature and enchantment of Marassi. The brand essence ‘Truly somewhere else’ led to the development of a sophisticated brand identity, supported by a brand style reflecting the reminiscent tranquillity that Marassi has to offer,” says Emaar’s Regional Senior Marketing Manager, Rasha Lababidi.

The identity design took inspiration from the pure natural beauty of the destination and from the charming reminiscence stirred from the generations of families who have fond memories of summer holidays past. We created a unique and approachable wordmark that is truly organic by design. The brand comes to life through a visual language that evokes the senses, engaging the viewer and evoking the imagination – reflecting the brand essence that Marassi is ‘truly somewhere else’.

“The launch of Marassi was a resounding success creating a real buzz in Egypt,” says Emaar’s Regional Senior Marketing Manager, Rasha Lababidi.