About
Asalah, a visionary archipelago nestled within a breathtaking coral reef off the coast of Abu Dhabi. Comprising three interconnected islands, aims to attract the world’s most innovative minds and businesses. Governed by a community-driven framework, designed to eliminate bureaucracy and foster impactful change, with the potential to drive positive global transformation.

Challenge
Establish a brand strategy to capture this pioneering destination including, visual identity, system and associated marketing campaign that would capture the outstanding architecture and stunning location of this truly unique set of islands and its truly innovative vision.

Solution
The name Asalah, meaning ‘the act of creating something new or unique’ in Arabic, embodies the spirit of innovation and the power to bring forth previously unrealised ideas. This philosophy shapes Asalah’s identity and brand, drawing inspiration from the reef’s natural beauty and the interwoven connections among the islands and their residents. Every aspect of Asalah – from its architectural design to the unique experiences offered across the islands – reflects this vision.