The Tiger Woods Dubai The Tiger Woods Dubai
| Fact |
Value |
| Contact |
Dubai |
| Client |
The Tiger Woods Dubai |
| Project |
The Tiger Woods Dubai |
| Industry |
Leisure/Destination |
| Timeline |
Dec 06 - Ongoing |
| Services |
Brand Communications and Collateral
Brand Language
Brand Naming
Interactive Design
Live Events
Packaging Design
Brand Positioning
Value Proposition
|
| Team size |
7 The Brand Union
6 Client |
The Tiger Woods Dubai is an exclusive golf community that houses 'Al Ruwaya', the first ever Tiger Woods designed golf course, a professionally-staffed golf academy, a 60,000 square foot clubhouse with the highest standards in amenities and comforts, an 80-suite boutique hotel for VIP guests, and 197 residential properties.
“I am excited about the challenge of transforming a desert terrain into a world-class golf course,” said Tiger Woods
With such an exclusive project and a celebrity endorsing the brand, the challenge was to see how we could achieve brand stretch to not only the golf course but a prestigious residential development.
The man, the legend
We identified four core values in Tiger Woods as a person, and built our brand creation around these - precision, best in class/world class/leading edge, approachable, a master. In seeking to capture the Tiger Woods essence at every touchpoint, we explored how these equities could be leveraged to drive rigorous reach across not only the golf course, but also the residential community.
Regionally Relevant
Whilst using Tiger Wood's trademark colours of black and silver to evoke the essence of his personality, we were mindful of crafting an identity which was not only compelling, but sensitive and considerate of the region. Arabic calligraphy was hand-crafted to create a symbol unique to the Middle East - an Arabic interpretation of his name representing his entry into the region. “The identity draws from the passion and unique identity of Tiger Woods and his incredible impact on changing the image of golf to appeal to a new generation, said The Brand Union's Executive Director of Creative, Matthew Laubscher. Thus, The Brand Union challenged traditional golf iconography and colours introducing a colour palette more usually associated with luxury brands and iconography. "The calligraphy captures the essence of Arabia and this is combined with a contemporary and prestigious visual language, delivers a unique and bold brand,” added Laubscher.
Award Winning Development
The Tiger Woods Dubai has since won the 'Best Golf Development' distinction in the Arab World at the Arabian Properties Awards 2008.
