A Journey Well Started
We focused on boating iconography so as to be clear on the proposition.
The team from RAK Properties came to Zaman to create a destination brand for the planned Marina at Mina Al Arab (MAA). Situated at the heart of the development the Marina is intended to drive resident participation and entice the UAE’s boat owners. In creating the brand story we developed positioning options that focused on a) the opportunity for adventure along Ras Al Khaimah’s beautiful coastline, b) the family friendliness of the facility and c) a more boating centric direction that proposed the Marina as a boating club with tradition.
With the potential growth of the facility at the heart of an up and coming island resort, the ‘Yacht Club’ approach was preferred however, the tagline ‘Start your Journey’ continued to reflect the adventure. The interim name Lagoon Marina was derived to fit into the existing MAA brand architecture and support the development but kept generic enough to adjust as the facility evolves.
The resultant marine icon is contemporary and elegant with an orientation towards performance. The visual identity system focused on classic red, white and blue and a very smart and tidy ‘trim’ graphic. Fonts are elegantly serif for titles and practically sans serif for text. Imagery is family oriented but sophisticated and always boat focused.
The identity has been applied to the prospect’s brochure, the entrance flags, gate and accessories. The launch campaign featured classic aspirational imagery of freedom – the owner’s boat full throttle on the open, empty azure ocean.