Majid Al Futtaim

Al Mouj Muscat

Full Project Details and Media Coming Soon

The Project

Al Mouj Muscat is Oman’s first master-planned community, stretched along six kilometres of pristine coastline, covering 230 hectares. Al Mouj was the first project of its kind to bring the concept of placemaking and clustered living to the Arabian Peninsula. Fifth Estate was appointed to reposition Al Mouj in order to differentiate Al Mouj from its current, but also future, competition, and be able to provide long-term success in terms of attracting investors and buyers. Fifth Estate set out to create a strong brand for the entire masterplan, which would serve as an umbrella identity for the various and diverse elements of this enormous project.


Al Mouj Muscat


Majid Al Futtaim

Project Details

4 Unique Districts
Retail, F&B
World Class Golf Course


Mixed Use Community


Muscat, Oman


St Regis


The rebranding strategy took a disjointed development and created a strong brand narrative. Fifth Estate developed four diverse but interconnected districts, providing strong and clear names for them, as well as unique brand identities for each district, with distinctive visual identities and narratives, but unified under the general branding strategy and overall identity.

Project Scope
  • Brand strategy and positioning
  • Brand narrative
  • Brand identity and visual language
  • Brand brochure
  • Brand architecture
  • District naming
  • Print & outdoor campaign
  • Digital campaign