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Al Erkyah City occupies a strategic location in Lusail City, which is the first and largest sustainable city in Qatar with ambitious and groundbreaking concepts and infrastructure. We were approached by Ariane Holdings to carry out a complete brand rollout from conceptualisation to implementation.
Credits
Client: Ariane Real Estate
Year: 2016
Industry: Real Estate
Web: alerkyahcity.com
Categories
Branding
Brochure
Collateral
Strategy & Positioning
Website
Awards
Strategy:
Developing a new brand
We adopted a holistic approach of first connecting Al Erkyah City to Lusail City on the philosophy of ‘Cultivated wellness and connective community’. Then we linked every sub-brand to the main brand via a branded house architectural strategy.
Backstory:
The inspiration for visuals
We captured the essence of wellness and took it forward to build a stronger and self-sufficient brand that is not solely dependent on a single brand concept. We developed the brand positioning of “Life well lived” to depict the active and healthy lifestyle being offered to the residents.
Modernity
The Flower
Balance
Expressive
Harmonious
Peaceful
The Brandmark
Inspired by both the meaning of “Lusail” which is a plant grown in the deserts of Qatar, and the brand’s offering, we developed a simple logo depicting a flower to serve the purpose of the brand. We integrated all the components of the brand in the logo where the bud of the flower represented wellness, residences and hospitality whilst the enclosed layer represented the education and retail.
The Typography
To form an emotional connection with the audience, we carefully chose readable, elegant and effective typography.
The Colour Palette
To depict harmony and peace, we chose white, off white, and different shades of grey for the core brand to evoke fullness living that is inherent to the brand; we chose different shades of green.
Peaceful
Off White
25%
White
25%
Harmonious
Light Warm Grey
12%
Warm Grey
12%
Soil
12%
Expressive
Mint
3%
Blue Green
3%
Green
3%
Aquamarine
3%
Photography Style
The photography and imagery were guided to depict the brand essence of active and healthy lifestyle.
Brand Application Examples
The brand collaterals were designed to exude elegance and sophistication.
We developed the brand collaterals to enhance the customer experience at the City scape Qatar 2016 event. All collaterals were developed with bilingual messaging.
DEVELOPED APPLICATIONS
Website
Brochure
Collaterals
Brand Book
Uniforms
Architecture
Printed Advertising
Online Adverising
Outdoor Advertising
Sales Center
“We Captured the essence of wellness and took it forward to build a stronger and a self-sufficient brand.”
Furqan Nazir, Marketing Director, RUYA
The Sub Brands
We used a mood board with different colour coding to best demonstrate every component of the sub-brand in its true light.
The Website
The brand elements were incorporated well on the digital platform which resulted in a visually appealing and interactive website that won the best site of the Day at the Awwwards.
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