Al Qasba Al Qasba
| Fact |
Value |
| Contact |
Dubai |
| Client |
Al Qasba |
| Project |
Al Qasba |
| Industry |
Leisure/Destination |
| Timeline |
19 Months
Sep 06 - Apr 08 |
| Services |
Brand Identity
Brand Naming
Environments
Brand and Product Innovation
Brand Architecture
Brand Idea
Brand Model
Brand Positioning
Value Proposition
|
| Team size |
9 The Brand Union
3 Client |
Al Qasba is located on the coast of Al Khan Lagoon in Sharjah, a traditional Arabian Emirate with an eye on the future. It aims to become one of the countries leading tourist destinations, providing a unique mix of high quality dining and cultural experiences.
Al Qasba's aim was to be perceived as the preferred destination in Sharjah that offers diverse dining experience, provides educational, safe and entertaining family oriented activities and educate visitors through diverse cultural activities.
Impassioning the Youth
The brand re-position focused on bringing modern Arabia through and communicating to a enlighted youth looking for a fusion of the Western and Arabian cultures. The Brand Union worked closely with Al Qasba and developed an ‘impassioned’ brand position; to inspire cultural togetherness for individuals seeking authentic experiences.
Bright Ideas, Beautifully Crafted
Al Qasba's new identity is focused on modern Arabia but keeps essentials of tradition in the selected Arabic font and selected primary pantone colors. In addition the identity reflects what esthetically makes Al Qasba special: its architecture and waterfront; the logotype is based on a combination of the destinations architectural archways and the flow of water within the canal, as seen through the archways. The new identity is supported by a strong visual language, combining human silhouettes interacting within Al Qasba and a bright and bold primary colour palette. We have also added a strong call to action to be used across all brand communication, as ultimately we wanted people to be part of it . Silhouettes and vibrant colors are key elements of this brand across all of the touch points engaging our audience at 360 degrees.
The Success
The 17 restaurants, cafes and outlets dotting Al Qasba's canal banks have recorded a 147.22% jump in sales compared to same period last year and have recorded an increase of 186% of visitors compared to 2007.
