Marketing Strategy | Naming | Brand Strategy | Brand Identity | Brand Guidelines | Launch Strategy | Corporate Comms | Environmental Design
Royal Greens is a championship golf course for golfers of all skill levels, located within the Coastal Community of Al Murooj at King Abdullah Economic City.
This brand new 18-hole golf course and resort is the first of its kind in the western region of the KSA and will set a new high standard for sporting excellence in the Kingdom. It required a brand identity that would connect with affluent Saudi audiences who don’t typically play golf.
Considering the high calibre of talent that went into the course’s design, as well as it being a part of KAEC’s prestigious launch phase, it was clear to us that the resort required a proposition and name that strongly conveyed quality and exclusivity.
The core proposition had to empower the brand to tell a story of exclusivity, attention to detail, and unrivalled quality.
The name ‘Royal Greens’ was arrived at as the purest distillation of everything that this multi-million dollar sports and leisure development represents, as well as being a subtle nod to the name of its host city.
Our visual identity for Royal Greens meshes traditional heraldic design with a clean, contemporary aesthetic, best exemplified by the central marque: a shield emblazoned with crossed golf clubs, a crown set above the shield and a heraldic oryx rampant at either side.
We chose a deep rich purple as the dominant colour of the brand to convey a luxurious, regal feel to the entire identity.
Our challenge inside the clubhouse was to create a solution that connects with the brand and also aligns with the understated and refined aesthetic that the interior design agency had created.
Paying close attention to the selection of materials and finishes, we created a signage system that utilises dark walnut wood panels with gold plating and laser-cut lettering.
We developed a signage and wayfinding system that delivers a seamless journey for every type of resort visitor – from VIP clubhouse member to maintenance employee – whilst also complementing the premium brand experience that Royal Greens represents.
Our complete brand identity solution for Royal Greens includes the logotype, visual property, colour palette, tone of voice, brand photography, and brand guidelines.
For the signage and wayfinding system we also developed design intent documentation for the construction and implementation of all sign types throughout the Club.
