Industry Craft > Art Direction

A SEA STATE OF MIND

MULLENLOWE MENA, Dubai / DUBAI HARBOUR / 2023

Awards:

Shortlisted Dubai Lynx
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Overview

Credits

Overview

Cultural / Context information for the jury

Dubai Harbour is an exquisite seafront district consisting of a marina, the region's most advanced cruise terminal, premier living, and unrivaled F&B. However, it didn't come across like that to the general public, as the brand wasn't articulating this clearly enough through the brand and how it was communicating. This meant that it wasn't attracting enough boat owners for their berths or footfall from Dubai residents to their lifestyle and F&B offerings. The brief from our client was to change this in order to elevate the brand and attract more traction from average boat owners up to ultra-rich superyacht owners, while also increasing foot traffic and brand awareness for the public. The brief called for a strategy that would serve as the foundation for our world-class design system and a new brand language to help turn the brand around and increase positive brand sentiment and commercial impact.

Tell the jury about the art direction.

The art direction is a sophisticated mix of beautifully curated photography; a grid system that ensures an elegant negative space, allowing the photos to pop and the headlines to breathe; paired with our playful graphic smile system; a custom typeface; and a two-color palette consisting of a vibrant ocean blue paired with an off-white color inspired by ocean foam, which all together create a contemporary, minimal, and relaxing art direction that truly puts you in a sea state of mind and also puts a smile in your mind.

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