About
On a historic stretch of coastline with year-round sunsets, white sands, and abundant marine life, this emerging city redefines living, working, and connecting with nature. Spanning six islands with direct access to the Ad Dimaniyat Islands National Nature Reserve, it blends rich cultural heritage with ambitious, sustainable design.

The Challenge
Despite its natural assets and bold vision, the project struggled with perception, seen as lacking momentum. The task: reshape the narrative, restore confidence, and present a revitalised vision for a future-ready destination.

The Solution
A fresh strategy was developed with a new brand identity anchored by the campaign “Where do you see yourself?” Inspired by the iris of the eye, a symbol of focus and vision, the design reflects the six-island masterplan and draws from the site’s sunset golds, marine blues, and soft stone tones. Movement takes cues from the tides, while key messaging invites audiences to see themselves in the story: a call to shape what comes next.