To honour the diversity of Red Sea species and, more specifically, to accurately represent the varied shapes and colours of corals, we aimed to ensure that the Corallium brand reflected these attributes. It was a challenging task to develop a design language that is both intricate, user-friendly and cohesive, allowing for visual diversity while remaining true to the building's architecture. An organised, disorganised system, just like nature.

Red Sea Global (RSG), the multi-project developer behind the world's most ambitious regenerative tourism destinations, The Red Sea and AMAALA, has announced a ‘Coral Commitment’, vowing to protect and regenerate corals in the Red Sea and beyond. Corallium is the first project of that commitment. A Marine Life Institute being developed at AMAALA. The Institute aims to be a beacon of Red Sea species conservation, a pioneering research centre and an outstanding visitor aquarium that rebuilds the general public’s love and fascination with life underwater.

Situation: A new brand identity was needed for a new Saudi Marine Life Institute; a new symbol of sustainability and regeneration.

Brief: Develop a brand for the Marine Life Institute that tells its story and highlights its mission and uniqueness.

Objectives: Create a brand that shows the wonder of the Red Sea underwater life, by acting like a Coral. It also showcases the magnificent, one-of-a-kind architecture of the Institute's ambitious building.

Budget: N/A

Project scale and volume: N/A

Brand relevance:

We wanted to create a living brand that could change, shift and adapt to different purposes, layouts and applications. A brand that could feel like home to many species and welcome everyone to discover them. That's why the coral inspired us: a living organism that can not only support entire ecosystems, but also make them thrive.

Target audience (consumer demographic / individuals / organisations)

The brand is speaking to local and international audiences, inviting visitors to the Institute's Museum. As a research institute, it needs to gain the attention and recognition of the scientific community. In the end, it is truly meant for everyone because the sustainability of Red Sea marine fauna and flora concerns us all, as living organisms on this planet.

Design elements and their integration - Bespoke typography, unique and modular 3D elements, iconography, a refined brand voice and imagery style.

Design touchpoints - Print, digital, video, motion graphics and signage.

Materials, style elements, design choices - All materials and style elements were chosen to match the building's materials.

Design development and process - The branding process began with the definition of a Corallium's creative strategy and brand positioning. This included extensive research and benchmarking and countless interviews and meetings with key stakeholders and the project's architects. As a result, the brand identity design process was focused on target interests and clients' specific needs.

Choice of campaign elements - N/A

Approach - N/A

Scale - From building signage to brand communication

Value added to brand - Complex yet easy to use brand identity system, that can easily be adapted to all mediums, formats and layouts, including the building's signage and way finding.

Value for consumer - N/A

Reach / cultural impact - The brand will reinforce the coral protection commitment and the Institute as a landmark in the region, as proven by the brand launch during COP 28.

Sales - N/A

Achievement against brief - Client considered the brand a strong asset for the entire project and the Red Sea sustainability efforts.

Other KPIs - N/A