Refreshing A Destination Brand

A revamped brand architecture and design system for a favorite eco-tourism destination


The Sharjah Investment and Development Authority, known as Shurooq, operates several tourism destinations across the emirate of Sharjah. Kalba Eco-Tourism Project, one of Shurooq’s most prominent developments on the east coast of Sharjah, expanded its offering, adding a range of experiences to its diverse array of leisure, tourism, and entertainment attractions.

In order to integrate new additions to Kalba Eco-Tourism Project, MBLM was hired to align and update the brand architecture and design system. We developed a brand architecture and strategy that aligned the Kalba Eco-Tourism Project brand with its various sub-components (different landscapes and terrains of the development), and defined how it establishes relationships with potential partners, including leisure and food and beverage outlets. In addition to updating the brand architecture, MBLM created a design system and brand guidelines that distinguishes the brand from Shurooq’s other offerings by using a unique illustration style and a combination of real life photography and graphic representations that highlight the local, natural authenticity of the Kalba Eco-Tourism Project’s outdoor experiences. We also designed artwork for advertising templates for print, interior and outdoor displays, and sample merchandising to support the activation of the destination.


As a result of the revised brand architecture and design system for Kalba Eco-Tourism Project, Shurooq was able to elevate the brand to highlight its outdoor experiences, boosting bookings and public interest while generating press about the destination.

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