Blog / News & Insight


A new destination characterized and unified through world’s largest cantilever; The Link. Beyond its breathtaking and unrivaled 360 views of the city, it houses an iconic mixed-use luxury lifestyle community strategically positioned between the old and new business districts of Dubai.

Ithra commissioned Brash to create a name and a brand to capture the ambition, innovation and the pioneering spirit of both Dubai and Ithra. The brand idea ‘Outwardly inspiring, Inwardly Alluring’ promises an elevated and magnetic experience that is welcoming, appealing and cosmopolitan. Positioned as ‘the gate to Dubai’ it will become the new residential, business and leisure destination of choice for those who are shaping the future.

The expression of the brand echoes the ingenious architectural masterpiece and underpins the brand idea through use of radiant colours and alluring patterns.

Brash is proud to be part of shaping such a significant flagship development and extremely excited about the brand coming to life… watch this space!