Yenkit Tourism Development LLC, a joint venture between the Omani investors and Majid Al Futtaim Group, had masterplanned a US$2 billion, 950 hectare luxury integrated tourist resort complex on the coast 20km southeast of Muscat.

Our role was to define the positioning and create a name and identity that reflected the quality of the offer and philosophy of the partners.

We commissioned qualitative research amongst target buyers, geographically located across the Middle East, to inform the positioning. Stakeholder interviews provided further insight, and a competitor audit established the context for the brand.

The unique geographical location of the development, perched on ruggedly beautiful cliff tops overlooking the Gulf of Oman, was identified as a key element for the positioning, naming and identity.

English and Arabic naming options were explored, all of which took their inspiration from the perceptions of target buyers and stakeholders.

A range of colourways were identified, each reflecting aspects of the natural environment.

Further qualitative research with target buyers revealled that Emerald Views, and a jewel-like emblem that reflected the colour of the Gulf, were unanimously preferred.