Hayat Island | RAK Properties
Create magical moments
Comprising six million square feet, Hayat Island is a mixed-use development that launched Ras Al-Khaimah (RAK) as a freehold – the Emirate it sits within. Resplendent in natural beauty and lavished with exceptional amenities including residences, hotels, retail and food and beverage offerings, Hayat Island drew all eyes for its ambition to put RAK on the map and it needed a brand identity that announced it to the world.
- Brand Strategy and Positioning
- Brand Narrative
- Brand Identity and Visual Language
- Bilingual Brochure
- Commercial Brochure
- Floorplan
- Print and Outdoor Campaign
- Digital Campaign
- Outdoor Branding
- Experiential and Spatial Design
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At the time of briefing, Dubai held international attention making it hard for other Emirates to compete on interest and visitation. As the accepted benchmark of luxury and liveability, Dubai-based developments were the muse for the client, however, for Fifth Estate, there was no question that a reframe was essential – we had to unearth Hayat Island’s unique selling proposition to ensure it embodied its bold ambition as the hot new destination, thereby welcoming greater visitation and investment.
Prior to extensive creative development, we zeroed in on the discovery phase, pursuing in-depth analysis of strategic ambitions, target audiences, the status quo and the geographic context, which allowed us to develop a rock-solid strategic foundation from which to build the comprehensive and compelling brand identity. The process made clear that RAK could not compete with Dubai in attracting long-term residents, which therefore drove our exploration of Hayat Island as a place to enjoy ‘moments’ rather than as a place to move to permanently. This pivot enabled a creative identity rich with sunny optimism, tantalising escapism and a lifestyle made of magical moments.
Drawing on elements of RAK’s own landscape, flora and fauna, the vibrant and exciting identity celebrated the context and beautifully presented its point of difference from Dubai. The colour palette heroed a bright orange tone inspired by the sands of Hayat Island’s beaches and the flamingos that walked the shores informed colour and photography directions. By rooting the storytelling in the truth of the experience, our creative proposition offered a tangible invitation – a powerful, clever and memorable brand expression for Hayat Island that resonated around the globe.
Instrumental in guiding RAK’s ascension to a prime tourist destination, Fifth Estate’s work for Hayat Island was ground-breaking in style, sensibility and significance. Launched at the leading real estate and property expo in the GCC, Cityscape Global, the branding was used by the government to attract investment to the Emirate and cemented RAK as a tourism hot spot for international travellers. It redefined RAK.
Developer: Madinat Al Foutain, Oman
Fifth Estate took the blueprint for a highly ambitious masterplan and transformed it into a living, breathing Hayat Island.
Pride of Place
The positioning celebrated Hayat Island’s natural beauty, relaxed energy and on-the-doorstep-of-Dubai location to affirm it as a destination to return to, rather than escape from. By going big on these truths of Hayat Island’s appeal and turning the volume up on colour and joy, we embedded the energy of place into every creative expression.
In Every Touchpoint
Hayat Island’s alluring energy was woven into every asset including wayfinding design, digital applications, brand books, brochures, logos, wordmarks and typography style. Messaging frameworks had to work immensely hard to create a brand new mythology for Hayat Island – the culmination of all these elements redefining the Emirate as the hot new tourist destination.
Designed to Evolve
The brand’s strategic foundation was continually reinforced with every new creative iteration. Designed to flex and scale based on application, including across the three mixed-use towers of Hayat Island, the creative remained cohesive and compelling thanks to the framework developed by Fifth Estate.
