Al Jabal Al Aali | MOHUP
Journey Beyond
Al Jabal Al Aali is a city forged at altitude, where Oman’s mountains become a stage for a new way of living. Fifth Estate was commissioned to define the vision, identity and narrative framework for this landmark destination, shaping it as a place that exists beyond the ordinary. Positioned high above the familiar, Al Jabal Al Aali is conceived as a lifestyle city where climate, culture and adventure converge. The brand establishes a powerful sense of elevation, inviting visitors and residents alike to journey beyond the everyday
- Brand Naming
- Brand Strategy
- Brand Identity
- Brand Collateral
- Brand Video
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Building on this ambition, Fifth Estate’s role was to transform Al Jabal Al Aali into a city with its own mythology. More than a destination, it required a narrative capable of shifting perceptions of Oman itself, positioning the country as a boutique lifestyle and adventure capital on the regional and global stage. Our task was to give the mountain a voice.
Rooted in the idea of Journey Beyond, Fifth Estate authored a brand system that frames ascent as transformation. Drawing inspiration from the raw power of the Omani mountains, dramatic shifts in climate and the sensory richness of elevation, we developed a story that celebrates contrast: rugged and refined, grounded and celestial, intimate and epic. Language, imagery and identity work together to immerse audiences in a place where every sense is awakened.
Beyond expression, the brand functions as a strategic engine. It guides development, experience design and future growth, ensuring Al Jabal Al Aali remains coherent as it evolves. The result is a city brand that invites discovery, rewards curiosity and establishes a lasting legacy at the pinnacle of Oman’s cultural and natural landscape.
Developer: Madinat Al Foutain, Oman
Shaped by Fifth Estate, Al Jabal Al Aali emerges as a mountain-top city of wonder, redefining Oman’s global identity as a destination of elevation, adventure and enduring legacy.
A City at the Edge of the World
Fifth Estate defined Al Jabal Al Aali’s strategic positioning and narrative foundation, establishing it as a city of elevation in every sense. This work reframed the mountain as both destination and transformation, anchoring the brand in ascent, discovery and possibility.
Where the Earth Becomes the Story
Drawing directly from the mountain itself, Fifth Estate crafted a visual and verbal identity grounded in texture, climate and natural drama. Earth-toned palettes, layered forms and poetic language honour the landscape, allowing nature to lead the brand’s expression.
A Legacy Set in Stone
Fifth Estate delivered a flexible, future-ready brand system designed to evolve across decades. From identity and messaging to experiential and environmental applications, the brand ensures Al Jabal Al Aali remains a place of wonder, elevation and enduring relevance.
