Durrat Al Arous is a gated beach front development in Saudi Arabia’s most open city, Jeddah. Since the early 90’s the resort had been considered a prime destination for families and young adults seeking the sun driven adventure holidays. In the early 2000’s the development dropped in popularity within the industry and has little by little turned into a forgotten destination.
Since its opening, until now, Durrat Al Arous has been dated and forgotten. After along internal strategic decision, Durrat Al Arous, decided to re-open it’s doors. Transforming its perception of old-fashioned Family oriented experience, to a more modern, integrated holiday spot. Targeting to a much broader, youthful audience. In order to compete with with the new generations of destinations, Durrat Al Arous had to re-strategize and overcome a mayor face-lift.
We created a new brand strategy and put Durrat Al Arous’ brand values to the fore front as drivers of the Brand Identity. We created a new logo and brand elements that are the main communicators of the brand story, and the cornerstone by which everything came to life.
After understanding the brand, and what it stands for, we realized that Durrat Al Arous is a feeling.
It is not just a place but mostly a recollection of exciting experiences that are made by those people who live it. And this for us is the main proposition in Durrat Al Arous new brand identity.
We immediately understood that the different ways in which Durrat Al Arous is experienced, and those unforgettable memories that are left after, are the key inspirations to it’s visual identity; A series of iconography based on the brand values, that placed together represent the making of memories and experiences.
We applied this design strategy to all the collaterals. Every part of the brand was defined to tell the brand story, and alongside that, to reinforce the brand values. A somewhat puzzle or building blocks that were made through its service, its architecture, its relaxed nature and its adventurous side. All claiming a special spot in the making of Durrat Al Arouse Visual identity.
This made the brand unique and different form what destination brands are usually represented by. A smart, creative and memorable way to bring a forgotten brand back and place it in the hearts and minds of people.
- Agency/Creative: And Us Agency
- Article Title: Re-Branding for Durrat Al Arous Gated Beach Front Development in Jeddah, Saudi Arabia
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: United Arab Emirates
- Agency/Creative City: dubai
- Market Region: Middle East
- Project Deliverables: Advertising, Art Direction, Brand Creation, Brand Design, Brand Strategy, Brand Tone of Voice, Web Design
- Industry: Hospitality
- Keywords: branding brand identity advertising logo hotel
Design Director: Giovanni Borde
Senior Designer: Migue Marti