Brand Strategy | Naming | Brand Positioning | Brand Identity | Brand Guidelines | Corporate Comms | Marketing Strategy | Tone of Voice | Launch Strategy
King Abdullah Economic City (KAEC) is a brand new city state taking shape along the Eastern shores of the Red Sea, and is the largest privately-funded new city in the world. Within it, multiple housing projects have been created to provide a range of living solutions for the employees of the local and international businesses that are moving to KAEC.
Coastal Communities is one such project and is comprised of five distinctive residential developments that have been designed by world-class planners and architects to take full advantage of their Red Sea setting.
Our task was threefold: to soak up the unique offer of each district, understand the different target audiences and create differentiating visual identities that would connect with the Coastal Communities and KAEC master brands.
Each development demanded a distinctive identity that captured its unique offer whilst also being obviously part of the Coastal Communities family of brands.
We created a dynamic and versatile identity that uses a vibrant palette of colours and a visual language featuring patterns and lifestyle photography. This provides a flexible platform from which we can communicate a variety of different messages. The overall result reflects the vibrant tapestry of life that is Coastal Communities.
We evolved the existing Coastal Communities wordmark into a friendlier, script-based wordmark that has been crafted to work seamlessly across multiple mediums and, most importantly, at different sizes.
We developed a comprehensive logotype lockup system that allows it to integrate with each of the five district’s identities as a parent brand.
As well as an overarching Coastal Communities identity we created individual identities for each district. This is to provide them with differentiating voices with which to communicate, as well as connecting them with the Coastal Communities and KAEC master brands.
Al Murooj is an upscale district of high-end residential properties including spectacular beachfront villas and is also a short stroll from the Royal Greens 18-hole championship golf course.
The Bay La Sun district is a residential community that hosts the Bay View Business Park, Bay La Sun Hotel and Marina, the Marina canal, and the Marina Towers and Beach Towers. All this has been created to appeal to young professionals as an exciting and active lifestyle in a vibrant environment, centred around the exquisite Bay La Sun marina.
Al Talah Gardens is a master-planned residential community that is characterised by its beautifully landscaped environment with shaded pathways, communal areas and recreational spaces for sporting activities to provide an outdoor, healthy lifestyle for the families who take up residence there.
Al Waha is an award-winning, master-planned development spread over 8 million square meters and made up of several villages that offer a variety of housing options to rent or buy.
Al Shurooq is a residential district of affordable housing within King Abdullah Economic City’s Coastal Communities.
This development required a distinctive identity that conveys what it offers as a community, whilst also being part of the Coastal Communities family of brands.
