A’Thuraya City | MOHUP

A mountaintop city presenting a new paradigm for natural luxury, A’Thuraya City needed a strategic proposition and creative identity that revealed its sparkle. Carrying the name of one of his beloved daughters, A’Thuraya City is a project of personal importance to Oman’s Sultan Haitham bin Tariq. This, combined with its existence as a district within the highly ambitious Greater Muscat Structure Plan, meant the approach we developed faced greater scrutiny from the highest office of the nation – with direct sign off by His Majesty himself. But, by encapsulating an entirely new vision that showcased excellence without exclusivity, we were able to convey the city’s brilliance and attract serious investment and future-resident interest.

In recognition of the audience needs and unique context, we sought to highlight the levels of excellence MOHUP was pursuing in its creation of A’Thuraya City while ensuring that the brand was within reach for Omanis. We had to redefine the concept of authentic luxury, inspired by context, in order to balance the complexities of the offer. This we achieved with a creative approach that made the mountain the main character, honoured the namesake Thuraya constellation and heroed Oman’s natural beauty and rugged character of the surrounding terrain in colour palettes, typography styles, logo and wordmarks supported by a deeply rooted narrative.

Furthermore, we sought to celebrate Omani spirit and culture, thereby championing a new era of Omani excellence to ensure the expression resonated with the target audience. Not only was this thread woven through the copywriting, but the creative work had a proud Arabic component. Through the development of a contemporary aesthetic for Arabic logos and brandmarks, we not only created a new vernacular specific to A’Thuraya City, but one that elevated the standard of Arabic design across the entire GCC region.

Immediately accepted and approved by MOHUP and signed off by His Majesty, the brand identity we developed for A’Thuraya City represents the powerfully forged collaborative relationship shared by Fifth Estate and this influential ministry. Embraced by MOHUP and Omanis, A’Thuraya City’s brand identity received further validation as it was shortlisted for Best Large Scale Urban Development at MIPIM 2026, the world’s leading international real estate and property trade show. Highlighting our clear crystalisation on the needs of the brand and its audiences, it’s clear that A’Thuraya City’s creative expression exceeded expectations.