A brand strategy to
embody the vision for
the ‘Islands of Intent’…
Modon
Asalah
About
Asalah, a visionary archipelago nestled within a breathtaking coral reef off the coast of Abu Dhabi. Comprising three interconnected islands, aims to attract the world’s most innovative minds and businesses. Governed by a community-driven framework, designed to eliminate bureaucracy and foster impactful change, with the potential to drive positive global transformation.
Challenge
Establish a brand strategy to capture this pioneering destination including, visual identity, system and associated marketing campaign that would capture the outstanding architecture and stunning location of this truly unique set of islands and its truly innovative vision.
Solution
The name Asalah, meaning ‘the act of creating something new or unique’ in Arabic, embodies the spirit of innovation and the power to bring forth previously unrealised ideas. This philosophy shapes Asalah’s identity and brand, drawing inspiration from the reef’s natural beauty and the interwoven connections among the islands and their residents. Every aspect of Asalah – from its architectural design to the unique experiences offered across the islands – reflects this vision.
Disciplines
Brand Strategy / Name Origination / Narrative Origination / Brand Identity / Brand System / Signage / Copywriting / Digital Design / Marketing Campaigns / Art Direction
Duration
03 Months
Bridging the Dots
Asalah’s visual identity draws on three core influences: the ellipsis, the three islands, and the counters within the three letterforms of ‘a’. The ellipsis, symbolising continuity, flow, and the sense of something ongoing, reflects the natural rhythms of the reef and the evolving connection between land and sea. These elements are interlinked to represent the bridges that connect the islands, forming a cohesive and fluid mark.
The final identity is a contemporary and dynamic expression of Asalah’s setting, capturing both the organic beauty of the reef and the interconnectedness of the islands and their community.
