The Palm Trilogy Islands are among Nakheel’s boldest developments. The Palm Jumeirah, with its hotels, residential property, shopping and leisure attractions opened in November 2008 with a spectacular launch party reported all over the world. To succeed, Palm Juemirah needed to make the transition from awesome construction challenge to talked about leisure brand.

As Palm Jumeirah reached completion, our role was to create an exciting positioning and a new visual style, which would appeal to a premium marketas well as creating the right links with parent brand Nakheel and a foundation for the other islands in the Trilogy.

We created a refreshed brand identity, identity system, brand guidelines and communications framework, around the concept of ‘originality’ with appeal to a broad range of cultures and ages. All elements were devised to give marketing teams the flexibility to vary high level media campaigns and to give energy to the new stylish lifestyle destinations. At the same time, the identity system supported and promoted the relationship with Nakheel, to enable it to grow its reputation as a destination authority.