Abu Dhabi Municipality & Urban Planning Council
As part of Plan Abu Dhabi 2030 and its focus on socially responsible public spaces, Abu Dhabi Municipality and the Urban Planning Council initiated a master plan for four centrally located public beaches. The ambition was to create accessible, family-friendly destinations with a consistent standard of amenities, recreation, and cultural programming, from boardwalk experiences and cycling routes to sports zones, play areas, and community activities.
Inspired by the Abu Dhabi master brand, we developed the new identity for Abu Dhabi Beaches to balance energy and sophistication. The mark uses Arabic calligraphy to suggest a wave breaking onto the shore, with a dhow sail integrated into the form to connect the experience to Abu Dhabi’s maritime heritage. The identity was designed to feel contemporary and joyful while remaining unmistakably Abu Dhabi.
Working alongside architects and landscape designers, we then translated the brand into the physical environment. We designed a comprehensive signage and wayfinding programme that welcomed residents, improved navigation across the beachfront, and created a cohesive sense of place across promenades, parks, and beach zones. We also oversaw branded applications across retail and service touchpoints, including shop signage, merchandise, collateral, and brand guidelines to support consistent rollout.
Abu Dhabi Beaches
Brand identity, wayfinding, and environmental graphics for Abu Dhabi’s flagship public beach experienceAs part of Plan Abu Dhabi 2030 and its focus on socially responsible public spaces, Abu Dhabi Municipality and the Urban Planning Council initiated a master plan for four centrally located public beaches. The ambition was to create accessible, family-friendly destinations with a consistent standard of amenities, recreation, and cultural programming, from boardwalk experiences and cycling routes to sports zones, play areas, and community activities.
Inspired by the Abu Dhabi master brand, we developed the new identity for Abu Dhabi Beaches to balance energy and sophistication. The mark uses Arabic calligraphy to suggest a wave breaking onto the shore, with a dhow sail integrated into the form to connect the experience to Abu Dhabi’s maritime heritage. The identity was designed to feel contemporary and joyful while remaining unmistakably Abu Dhabi.
Working alongside architects and landscape designers, we then translated the brand into the physical environment. We designed a comprehensive signage and wayfinding programme that welcomed residents, improved navigation across the beachfront, and created a cohesive sense of place across promenades, parks, and beach zones. We also oversaw branded applications across retail and service touchpoints, including shop signage, merchandise, collateral, and brand guidelines to support consistent rollout.
The initial launch focused on Corniche Beach, located on the north-west edge of Abu Dhabi Island. The site includes the existing beachfront plus newly reclaimed areas, forming more than four kilometres of promenade, parkland, and sandy beach. The system was built to scale across the remaining city beaches, including Saadiyat, Al Bateen, and West Island, maintaining a unified visual language while allowing each location to express its own character.
TEAM
Brand Abu Dhabi
Hyder
John Buck International
Holford Associates
Keith Blackley
Brand Abu Dhabi
Hyder
John Buck International
Holford Associates
Keith Blackley
CAPABILITIES
- Brand identity system
- Signage and wayfinding
- Environmental graphics
- Placemaking and visitor experience touchpoints
- Digital design support