Sultan Haitham City | MOHUP
Treasure the future
Sultan Haitham City is a once-in-a-generation undertaking: a new urban centre commissioned by His Majesty Sultan Haitham bin Tariq as a gift to the Omani people.
Fifth Estate was entrusted with defining the city’s identity, narrative and strategic foundation, shaping not just how the city looks, but what it stands for. Conceived as a living legacy, the brand positions Sultan Haitham City as a place where progress, culture and community coexist in balance, setting a new benchmark for urban life in the region.
- Brand Naming
- Brand Strategy
- Brand Identity
- Brand Collateral
- Brand Video
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With the mandate established, Fifth Estate’s role expanded from brand creation to city-level authorship. Sultan Haitham City required a unifying vision capable of guiding decades of development, governance and lived experience. Our task was to translate national ambition into a coherent, human-centred identity that could evolve without losing its meaning.
Fifth Estate developed the city’s brand DNA from the ground up, grounding it in the idea of legacy as an ongoing gift rather than a fixed monument. Inspired by nature, cultural continuity and future-focused optimism, we created a narrative system that frames the city as both progressive and deeply rooted. Every expression, from language and imagery to colour, symbol and tone, was designed to feel generous, uplifting and inclusive.
Beyond aesthetics, the brand functions as a strategic compass. It informs how the city speaks to residents, attracts investment, signals sustainability and fosters belonging. The result is a city brand that does not merely describe a place, but actively shapes how it grows, how it is perceived globally, and how it is experienced every day by the people who call it home.
Developer: Madinat Al Foutain, Oman
Conceived by Fifth Estate, Sultan Haitham City emerges as a benchmark for future cities, placing Oman at the forefront of sustainable, human-centred urban vision worldwide.
A City Written into Being
Fifth Estate established the strategic foundation for Sultan Haitham City, defining its positioning, purpose and narrative architecture. This work articulated the city as a long-term legacy project, aligning national vision with human aspiration to create a clear and enduring sense of direction.
An Identity with Civic Soul
Drawing from nature, culture and optimism, Fifth Estate crafted a visual and verbal identity that feels both monumental and approachable. From the bespoke logo to the colour palette and imagery system, every element was designed to express vitality, generosity and confidence at a city scale.
A Brand Designed to Guide a Future
Beyond launch, Fifth Estate delivered a comprehensive brand system capable of supporting decades of growth. From messaging frameworks to digital, environmental and public-facing applications, the brand operates as a living tool, ensuring Sultan Haitham City evolves with clarity, cohesion and purpose.
