The Brand Union creates ideal launch platform for Emaar destination brand

The Brand Union, the leading global branding agency, has been lauded for its most recent brand development for world renowned property developer, Emaar.

Marassi is the 6.2 million square metre premium, mixed use destination resort being developed by Emaar at an estimated cost of $1.7 billion. The resort, due for completion in five years, is located on a seven kilometre strip of land at Sidi Abdel Rahman and Alamein on the Northern coast of Egypt.

Marassi will incorporate a world-class beach resort, a bustling town centre, a marina, golf course and healthcare facilities amongst Greek, Andalusian, Italian, Tunisian and Moroccan architectural styled districts.

The Brand Union was presented with the challenge of creating a brand strategy that would communicate the development’s premium quality to an elite Egyptian audience.

The Marassi brand identity design took inspiration from the pure natural beauty of the destination and from the charming reminiscence stirred from the generations of families who have fond memories of summer holidays past.

Meanwhile, the design of the Marassi sales centre was crafted to provide a real environment for interested parties to sense what the destination will offer.

"The launch of Marassi was a resounding success creating a real buzz in Egypt," says Rasha Lababidi, Regional Senior Marketing Manager, Emaar.

"This had to be balanced with the need to communicate the reminiscent essence that summer holidays near Alexandria have given the Egyptian population and foreign tourists many happy memories," says Francis Lotz, Design Director, The Brand Union Middle East.

"We created a unique and approachable wordmark that is truly organic by design. The brand comes to life through a visual language that reflects the brand essence that Marassi is truly somewhere else".

"The Marassi brand was brought to life through a sales centre experience aimed to capture the customer journey based around the exploration of the senses: the magnificent view, the smell and sound of the sea and the touch of all the different textures. Located at the site of the development, the sales office provides total brand engagement by allowing potential buyers to absorb the feel of this environment through their senses," adds Cheryl Mundy, Senior 3D Designer, The Brand Union Middle East.

"The result: an exceptional launch platform and a very happy client."

Rahsa Lababidi of Emaar concludes: "The Brand Union worked closely with the Emaar team in Dubai and Egypt to develop the brand strategy and an identity that perfectly captures the brand's essence 'Truly somewhere else'."