Crafting a brand that expresses a vision of future communities
Marsa Zayed is a $10 billion investment in the Red Sea port of Aqaba, and a joint venture between the governments of Jordan and Abu Dhabi. It’s the largest mixed-use development project ever undertaken in Jordan.
Given this level of investment, stakeholders were keen that every aspect was carefully considered and co-ordinated in order to maximise returns. Because we were brought into the project at an early stage, we were able to establish a clear brand story that could then drive this goal.
Our story painted a picture of a city with its own soul, created by the people in it contributing to society. Similarly, we positioned Marsa Zayed as a place of reawakening, a place of vitality for tomorrow’s communities.
Our big idea ‘The new heart of genuine civilization’ inspired key changes to the masterplan. Based on our strategy, it was decided that Marsa Zayed could not be walled or gated, it needed to integrate public spaces to inject life into the residential areas, and to become a part of Aqaba.
With Phase One now complete, Marsa Zayed has proved to be more than a successful investment, more than a development project. It has become the heart of Aqaba’s revival and Jordan’s renaissance.