Brand Strategy | Brand Positioning | Brand Identity | Brand Guidelines | Corporate Comms | Marketing Strategy | Tone of Voice | Launch Strategy
Hejaz is a brand new urban development currently taking shape inside King Abdullah Economic City – a brand new city state on the Eastern shores of the Red Sea, and the largest privately-funded new city in the world. TQ Branding were appointed to create a strategically-driven brand identity that positions Hejaz as an attractive prospect for investors and residents alike.
Investors need a tangible sense of what it is they are buying into, which is always a difficult proposition when developments are still in the early stages of construction. As a result we developed a brand that would do a lot of the heavy lifting in this area.
We defined the core Hejaz brand proposition to embody the inclusivity and opportunity that lives at the heart of the entire development:
‘Connect. Experience. Share.’
This proposition allows for a broad range of messaging opportunities, spanning the range of experiences that the district will provide – connecting with culture, connecting with the region, connecting with friends – that can be shared by workers, residents and visitors alike.
We took the ‘H’ from Hejaz and reconstructed it with a dynamic line travelling on a path to create the Hejaz brand mark.
This mark represents a visual summation of the multilayered value of Hejaz’s location: as a cross-country transport hub, as the entryway into KAEC, and as a multiplicity of lifestyle choices that enable visitors and residents to find what they are looking for.
We created a visual language that takes the creative concept behind the Hejaz brand mark and renders it as a latticework of dynamic, intersecting pathways with an elegant, premium feel that reflects the high caliber of offerings that Hejaz will quickly grow to become.
