Construction challenge to vibrant destination

The Palm Trilogy Islands in Dubai are among developer Nakheel’s boldest projects. Palm Jumeirah was the first of the island resorts to be launched and the sheer scale of the project had attracted awe and attention – doubling Dubai’s coastline and the number of beachfront hotels. As it neared completion, to succeed it had to make the transition from incredible construction challenge to talked about and highly desirable leisure brand for a sophisticated international audience.

Setting the style

The new brand for the first of the islands would serve as a foundation for the others as they were constructed. There was no question that it had to be premium, but it also had to have a broad reach. The brand had to entice visitors and property owners from a broad range of cultures and ages and inspire and gain the confidence of luxury retailers and hoteliers. We created a refreshed brand identity and communications framework around the idea of ‘originality’, capitalising on the extraordinary vision behind the Palm Islands and promising that people could ‘taste the new’ in every aspect of the experience. All the elements were devised to give marketing teams the flexibility to vary the high-level media campaigns and give energy to the other new Palm destinations as they were launched.

Talked about all over the world

Palm Jumeirah was launched with a spectacular party reported all over the world and the Palm brand has helped Nakheel grow its reputation as a destination authority.