Defining a Refined Destination

Shurooq, the Sharjah Investment and Development Authority, is one of the region’s most well known tourism and destination developers. To grow its portfolio of destination offerings, Shurooq designed and masterplanned its latest development, Maryam Island, to cater to a growing demand for prime mixed-use space in Sharjah by providing a masterplan catering to the needs of the community and the market.

Conceived as a medium scale environment purposed for residential living, retail, tourism, and business, Maryam Island was envisioned as a locale that would reflect the fundamentals of a future modern Arab city, while also setting new standards for luxury living and premium business spaces.

Shurooq enlisted MBLM’s expertise to create a brand that would express the ambitions of the project. This involved crafting a brand promise that would become the brand’s core essence, and creating a brand identity and visual design system to differentiate the development from the slew of other luxury projects being announced in the region.

The new brand was introduced alongside the announcement of the newly reconfigured masterplan in a public launch at the beginning of 2018, which was attended by the royal family, government dignitaries, potential investors and industry leaders. Sales of residential projects commenced soon after, and the brand continues to provide a unique positioning and visual aesthetic that support its real estate proposition and investment ambitions.