Al Jabal Al Aali | MOHUP
Journey Beyond
Introducing an entirely new category of lifestyle and tourism to the GCC, Al Jabal Al Aali’s brand had to break new ground for Oman and elevate the offering for global audiences. Fifth Estate’s 360˚ creative identity laid the foundations for this ambitious city to rise and thrive.
- Brand Strategy and Positioning
- Brand Narrative
- Brand Identity and Visual Language
- Brand Book
- Print and Outdoor Campaign
- Digital Campaign
- Outdoor Branding
- Experiential and Spatial Design
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Al Jabal Al Aali (AJAA) is a rare gem of a destination. Sitting at an elevation of 2400m, its mountain-top location means it enjoys all four seasons – unlike other parts of the GCC. This was but one facet of AJAA’s luxurious offer that made it the ideal anchor project to promote Oman as a boutique lifestyle destination to the world. It was Fifth Estate’s task to bring all of AJAA’s brilliance to the fore, giving a team of international specialist designers, planners and developers a rallying point and generating serious interest to bring this ambitious vision to life.
The priceless potential of this city and the elevated-in-every-way existence it promised future residents and international visitors was central to our exploration. AJAA could not claim to be the region’s highest city or the first atop a mountain but, emotionally, it promised to be the finest, the most well-crafted and certainly the most transportive. By hinging our creative identity on this truth, we were able to align with Omani values and present a vision for the city that is entirely unique. This allowed us to ground the strategy in the Omani context and celebrate a destination that is totally different to anywhere in the world.
Context was pivotal to the identity’s success – the mountain was our muse, informing colour palettes, logo designs, textures, photography style. Its rugged and adventure-oriented nature also informed key messages and copywriting, giving us scope to tease out the story of the location and inspire audiences to connect in the outdoors and escape from the everyday.
Not only embraced by MoHUP and Omani people, the brand identity developed for AJAA was taken to the world’s leading international real estate and property trade show (MIPIM) in the South of France in 2025. The overwhelmingly positive response was immediate. Our encapsulation of the emerging city’s imminent future was so comprehensively constructed by our creative expression that potential investors, other ministries and other nations could see its value, securing traction, trust and funding into the future.
Developer: Madinat Al Foutain, Oman
Fifth Estate created a tangible identity for AJAA that saw the mountaintop city to be funded, embraced and created to the exceptional standards promised.
Escape to Adventure
Through photography style, key messaging and bespoke typography, we painted a vivid picture for the one-of-a-kind destination that AJAA promises to be, transforming the 3D renders, maps and photographs of the mountainous landscape into a place people wanted to invest in, build in, live in and holiday in – there’s an alluring energy that runs through every asset.
An Ode to the Moutain
Exploring AJAA as the encapsulation of elevated living, the creative identity of AJAA highlights the destination’s existence high above the bustle below. Drawing directly from this context, it celebrates the mountain’s rugged terrain through texture and tone, and calls on the spirit of adventure to invite visitors and residents to live on the edge.
Bi-Lingual Expression
To reflect AJAA’s deeply rooted Omani context, we made Arabic a central element of branding. While high-end international brands often develop Arabic branding as an afterthought, Fifth Estate recognised the opportunity to upweight the approach. Arabic wordmarks and logos were painstakingly created – drawn by hand – to achieve balance with the English assets and complement the overarching vision. This not only gave AJAA’s brand local resonance, but has since elevated the aesthetic of Arabic branding across the entire region.
