Create a focal point and magnet for one of Dubai's most exclusive residential communities, Emirates Hills
Brash was asked to review the brand identity and to convey a strong sense of provenance and heritage, with a more obvious link to Scotland and Colin Montgomerie. Therefore, to create further authenticity and differentiation.
The Address Hotels and Resorts
Whilst The Address adopts a monolithic brand architecture in principle, sub-brands are created to express and deliver a unique signature experience. The Montgomerie Golf Course presents a signature experience, targeting a very niche audience group with specific/individual needs. Its target audience expects authenticity, exclusivity, uniqueness and provenance and requires a strong sense of ‘club/membership feel’.
Brash created a brand (The Montgomerie) and F&B brand (Monty’s) that is experienced as ultra premium, expressed coherently across all key touch points and as such improved the reputation of the golf course, as well as the destination overall. Whilst the impact of the brand still needs to be measured, The Address Montgomerie Dubai has already earned a reputation of being Dubai’s most luxurious and desirable golﬁng destinations in recent times.