New Murabba, the world’s largest modern downtown project will be built around the concept of sustainability, with green areas and walking and cycling paths that will promote healthy, active lifestyles and community activities. It will become an exceptional iconic landmark in Riyadh featuring the latest innovative technologies.
Following the successful win of a four-way pitch, Brash was selected to develop the brand strategy and identity for PIF’s newest project, New Murabba, the world’s largest modern downtown. Our team worked together with a consortium brought together by BCG to create a brand that would accurately reflect the project’s vision of sustainability and modern Najdi architectural style while also appealing to a global audience. We began by viewing the Vision 2030, the ambition to build Riyadh into one of the largest cities in the world, along with the specific project goals, and the target audience.
After conducting our research, we developed a brand strategy that captured the essence of the project and appeal to the target audience. We created a brand name, New Murabba, from the Arabic for ‘square’ that reflects the world’s largest downtown area; that will become Riyadh’s ‘new’ downtown. We also developed a brand identity for New Murabba and The Mukaab, the exceptional iconic landmark at the centre of the project, which features first-of-its-kind immersive experience and redefining hospitality and retail as we know it today, becoming one of the largest built structures in the world.
The brand identity for New Murabba and The Mukaab was inspired by the modern Najdi architectural style of The Mukaab itself. We used a colour palette that reflects the kingdom and goal goals of the project, and we incorporated the spiral base of The Mukaab into the brand visual language. Brand guidelines were created to documents the design principles that will ensure that the brand identity would be consistently used across all platforms and materials.
The brand identity for New Murabba and The Mukaab was well-received by the New Murabba Development Company and the global community. It accurately reflects the project’s vision and unique features, and it appeals to the target audience. The brand identity has been globally launched, coming to life in film in Piccadilly Circus and Times Square at the same time.
New Murabba is set to offer a unique living, working, and entertainment experience within a 15-minute walking radius. The positive impact of the project on the local community is expected to be significant, and we are thrilled to have been a part of this historic project. Brash London and Brash Dubai are proud to have contributed to the success of New Murabba and The Mukaab, and we look forward to continuing to work on the project.