Positioning one of Abu Dhabi’s most important island destinations
Saadiyat was the ﬂagship project of developer TDIC, and a destination with a signiﬁcant place in Abu Dhabi’s history.
As they created its masterplan, TDIC knew Saadiyat had to deliver a dual ambition. It needed to offer a rich depth of diversity and experiences for residents and tourists, and it also had to attract investors, and transform perceptions of Abu Dhabi. They therefore wanted a brand that delivered ‘above and beyond’ the norm, to create a lasting legacy for Abu Dhabi, the UAE and the world.
Abu Dhabi, UAE
We therefore created a rich, multi-layered brand, that spoke to a range of audiences about the universal desire to explore a multitude of possibilities where society, nature, culture and individuals can grow together.
Our positioning leveraged nature, and the vast cultural experiences available for residents and tourists. And our brandmark echoed the shape that, according to legend, Sheikh Zayed himself had drawn in the sand when describing the island. This created an aura of provenance, and an evocative link to the past and to stature.
Helped by our brand, Saadiyat has solidiﬁed its positioning as a world-class destination, putting it on the map as one of the premier residential and cultural hubs of the region.