branding, visual identity, experiential design, guidelines
In line with Plan Abu Dhabi 2030 and its guiding principles for providing socially responsible public spaces and access to public recreational amenities for residents, the Abu Dhabi Municipality and Urban Planning Council initiated a master plan for four centrally located public beach facilities. The developments will ensure all beaches provide comprehensive recreation and leisure opportunities for the entire Abu Dhabi community. It will create a sense of place by providing family oriented experiences with a beach boardwalk and facilities for cycling and sports, beach football and volleyball, skateboarding as well as other leisure and entertainment activities while implementing cultural and environmental activities and promotions.
Inspired by the Abu Dhabi brand, we created the new identity for Abu Dhabi Beaches. We wanted the new identity to communicate all the fun and excitement of a day out at the beach while retaining an air of sophistication that perfectly compliments the Abu Dhabi brand. This unique identity uses Arabic calligraphy to create the sense of a wave gently breaking onto the shore and incorporates a dhow sail within the motif, instantly connecting the beach to Abu Dhabi’s proud maritime heritage. As part of the development, we collaborated with a team of architects and landscape designers to create a program of signage and environmental graphics that welcome residents to the beach. We also oversaw and designed all the branded elements for shop signage, merchandise, collateral and brand guidelines.
The Abu Dhabi Corniche beach forms only one of the four centrally located beaches within the city. The other beaches, Saadiyat, Al Bateen and West Island will follow suit. The identity has been designed so that it can be applied to other beaches in the future, conforming to a uniform style, but each retaining their own unique individuality.
