Al Maryah Island
The ultimate destination to work, live, and play.
Location:
Client:
Mubadala
Type:
Why?
Insight
A Small City within a City –
As the city’s new Central Business District, Al Maryah represents the creation of business, entertainment, and leisure. A small city within a city, positioned as a lifestyle destination for Abu Dhabi’s Global Market with commercial, residential, medical healthcare, retail and entertainment, F&B and hospitality services. A small ecosystem that is seamlessly connected physically and digitally, to ensure a complete and compelling experience for its nationals, its local residents, its tenants and visitors alike.
Al Maryah Island is Abu Dhabi’s vibrant new financial and lifestyle hub, uniting business, living, and leisure in a seamlessly connected, 24/7 city within a city.
What?
Idea
Unite and Amplify the Greater Purpose –
The challenge for Brash was to create a brand that encompassed the many facets of the island, ensuring it could truly live up to the 24/7 vision. Maryah Island has pushed its financial focus to the forefront of the brand, as ‘A thriving community build on world’s newest International Financial Centre’. It’s a catalyst to create a great sense of place where work (business), living (residential) and play (retail and family entertainment)are at the core.
How?
Impact
Bringing to Life the Vision of the Island –
Since its brand reveal and the launch of its first freight vision in 2012, Al Maryah Island now has a compelling lifestyle brand for the best and newest financial centre in the Region. It helped the audience to also connect emotionally with Al Maryah Island and improve credibility, recognition and ownership.
