Repositioning a unique destination and help elevate Ajman to the level of its compatriot Emirates
In 2007, the renowned Solidere International launched a new project in the Emirates. Al Zorah was to be a destination offering a genuine richness of experience that paid respect to its unique setting among the mangrove forests. Delayed by the financial collapse, however, Al Zorah never made a true debut—until now.
Solidere International turned to Brash to reposition Al Zorah as a lifestyle community and restore the brand’s credibility. We leveraged Al Zorah’s unique natural settings, situated just 30 minutes from Dubai Airport within a free zone with freehold status, to appeal to a larger audience. Al Zorah promises to embrace both nature and human achievement with great, social, emotional and environmental rewards delivered through live, work and play propositions. The brand identity, including a modern new brandmark, captures Al Zorah’s considered attention to detail and is inspired by the meeting of beach, shoreline and sky. Its expression is coherent across all products to evoke a strong sense of ownership. Sales Centres and Spaces have been designed to evoke and support an intuitive and genuine brand experience.
The brand has enabled to solidify its reputation as a benchmark of integrated community destinations in the region. Al Zorah’s brand is set to outlasts the ever changing landscape of the UAE. Invoking preservation not just of the natural landscape but of self.