The challenge:
Create a brand for Al Houara, a premium mixed-use real estate development in Morocco by Qatari Diar, located 25 minutes from Tangier, which is only 45 minutes from Spain by ferry. This “Diar Destination” encompasses a five-star resort hotel with luxury spa and beachside villas, coastal chalets, exhibition centre, championship golf course and leisure facilities. It also features state-of-the-art residential units, coastal sports and recreation club, time-share units and restaurants and cafés and a kasbah, or traditional souk, for cultural handicrafts as well as a four-star kasbah-style hotel.
Creative response:
Use the combination of Islamic calligraphy and Western typographic flourishes to create a brand that is a mix of cultures and styles that reflects the spirit of Al Houara.
The result:
A successful international launch of the AL Houara brand in Rabat, Morocco in May 2007 with much fanfare and rave reviews. |
