Capturing a new energy to reposition Abu Dhabi's residential offerings
When developer Miral envisioned Yas Bay – Abu Dhabi’s ﬁrst integrated waterfront destination to live, work and play – Brash was brought on board help the project stand out within Abu Dhabi.
Our strategy was to maximise the dynamism and originality of the location. Compared to neighbouring Dubai, Abu Dhabi was often seen as having a slightly lower energy and pace, and to us this brand was a chance both to reset that perception, and also create cut-through and appeal in the local market.
Our brand was bold, vibrant and colourful. We fed the overall energy of the island into a compelling story for Yas Bay, giving it a personality of both effervescence and enduring charm, designed to captivate and entice residents looking for something new and exciting in terms of lifestyle.
In creating the Yas Bay brand, we also helped to propel Miral’s developer brand even more into the role of protagonist in contemporary Abu Dhabi development.
Yas Bay has also continued to live up to its reputation, most recently adding the state-of-the-art Etihad Arena to its mix (opened January 2021).