About
Set along a historic stretch of coastline with year-round sunsets, white sandy beaches, and abundant marine life, this emerging coastal city is redefining what it means to live, work, and connect with nature. Built across six islands, the development offers direct access to the Ad Dimaniyat Islands National Nature Reserve and features a rich cultural heritage, including a historic watchtower and protected coral ecosystems. This is a city designed for the future, ambitious, sustainable, and alive with opportunity.

The Challenge
Despite its natural assets and bold original vision, the development had, in the past, struggled with public perception. It was often viewed as a stalled or failed venture, a project with potential, but lacking in momentum. The challenge was to reshape that narrative: to signal a new chapter, restore confidence, and apply a revitalised vision for a thriving, future-ready destination.

The Solution
A new strategic direction and brand identity were developed to reposition the project and reflect its evolution.

The core brand idea, "Where do you see yourself?", positions the development as a place of personal and collective possibility. Inspired by the iris of the eye, a symbol of focus, clarity, and vision, the identity connects emotionally and visually with the site’s design. The iris motif subtly echoes the layout of the six-island masterplan, bringing conceptual and geographic coherence to the brand.

The visual language draws from the site’s natural setting, sunset golds, marine blues, soft stone tones, while movement and animation take cues from the slow, organic rhythms of the tide.

Key messaging invites the audience to see themselves as part of this story. "See Yourself Here" is more than a slogan, it's a statement of intent. A call to shape what comes next.