Al Jabal Al Aali brand book created by Fifth Estate
In our ongoing work with Oman’s Ministry of Housing and Urban Planning (MoHUP), we had the privilege of developing the 360˚ brand identity for Al Jabal Al Aali. Destined to recontextualise Oman in the eyes of the world, Al Jabal Al Aali is a mountain-top city that embodies elevation in every way. Its story, however, had many facets, and it needed a brand identity that could hold them all.
Al Jabal Al Aali brand book created by Fifth Estate
Unearthing Al Jabal Al Aali's USP
The true epitome of elevation, this mountain-top city is not only set to redefine luxury in Oman, but in the region at large. This is a city that is destined to put Oman on the map and this was something that was front of mind as we developed its positioning. But there was more to the story than going big and bold. Nuance was required to convey the intricacy of the offer and remain true to the spirit of its home nation.
At 2,400 metres above sea level, Al Jabal Al Aali could not claim to be the first mountain-top city in the region, nor the highest, which is why we had to take a step back and tease out the offer. We had to review the extensive plans, vision statements and strategy documents that together formed the full vision for the city and zero in on the magic that would lure residents and visitors from all over the world.
Al Jabal Al Aali brand book created by Fifth Estate
The brand identity and storytelling platform we developed for Al Jabal Al Aali was immediately embraced by our client and the numerous stakeholders it was targeting.
Al Jabal Al Aali’s Unique Superlatives
Following total immersion in the vision for Al Jabal Al Aali, a visit to the site and in-depth discussions with the client, we were clear on the way to position this city. While it could not claim certain firsts, there was no doubt that this city would be the finest, the most well-crafted and, unequivocally, the most transportive. From this foundation, we were able to build Al Jabal Al Aali’s identity, one that is deeply rooted in the majesty of the city’s context – also a defining feature of its spatial planning and sustainable design – and its crystallisation of a form of luxury that was not consigned to shouting the loudest or being the flashiest. Al Jabal Al Aali embodies authentic luxury that draws its power directly from place. By expanding the definition of luxury and repositioning it, we were able to create an identity that honoured the singularity of the city and differentiated it from adjacent offers in the region. Furthermore, we developed a creative expression that perfectly aligned with Omani culture and spirit – one that is rooted in the real and demonstrates national pride while remaining humble. The brand we developed embodied pride of place in every way.
Al Jabal Al Aali showcased at Oman Design and Build Week
What This Achieved
The brand identity and storytelling platform we developed for Al Jabal Al Aali was immediately embraced by our client and the numerous stakeholders it was targeting. Showcased at the Oman Design and Build Week 20205, the brand drew and overwhelming response. Generating enormous interest from other ministries and potential international investors, Al Jabal Al Aali’s incredible value was immediately clear. There’s no question that the creative positioning that zeroed in on its singular vision of luxury and honoured the true spirit of the nation and its people ensured its local embrace and international allure. Fifth Estate’s artful composition of every part of this brand built a universe that people all over the world want to be a part of – the nuance made all the difference.
Frequently Asked Questions
What Does Fifth Estate Specialise In?
Fifth Estate specialises in place branding and narrative-informed identities. We’ve partnered with ground-breaking developers around the globe to create larger-than-life identities for their brands that are shaped by human artistry. Though we are masters of placemaking, our skill set and strategic foundation allow us to work across a wealth of industries and applications.
What Kinds of Brands Has Fifth Estate Developed?
Fifth Estate has developed 360˚ brands for multinational hotel developments, exclusive residential communities, city-wide urban renewal projects and landmark masterplan districts. We continue to stretch our portfolio, developing identities and campaigns for healthcare strategies and other initiatives in collaboration with private companies and governmental ministries.
How Many Years Has Fifth Estate Been in Business?
Fifth Estate has been operating for more than 30 years, bringing a wealth of experience and creativity to every brief to create iconic brands that stand the test of time. Throughout this time we have collaborated with world-leading developers, designers, architects, spatial planners and ministry officials to transform the basis of an idea into identities that people can see, feel and believe in.
