Agadir is the leading seaside resort in Morocco. After being entirely destroyed by an earthquake in 1960, the city was rebuilt and had its golden age in the 1970s. Thirty years later, the city’s urban landscape and architecture had become outdated, and other Mediterranean destinations had become more attractive.

With competition mounting – six seaside cities will be created in the years ahead as part of the “Azur plan” – the new municipality voted a major revamping and introduced a comprehensive identity program covering every item from the brand itself to street furniture.

Dragon Rouge based its approach on the idea that Agadir is a city where people go to recharge their batteries and stock up on vital energy. An identity must have its roots in local culture: a line from a Berber poem was used as a platform, and the city’s emblem was drawn using traditional instruments by an Agadir-born typographer working in the agency. The identity is reflected in all printed materials and the city’s signage. A full line of street furniture was designed in collaboration with Moroccan designer Hicham Lahlou.