FutureBrand, a brand-led business transformation company, is working with Kerzner International to develop the visual identity and design system for Atlantis The Royal, Dubai. It carefully developed each detail to reflect the world-class customer experience and electric atmosphere of the new resort.
Atlantis The Royal Dubai, has been crafted by the world’s leading designers, architects and artists. Guests are taken on a journey of discovery and adventure, with artful masterpieces, iconic entertainment, and beautiful craftsmanship at every turn. The resort stands out with its awe-inspiring architecture which is most striking from its door-like feature at its centre is a key source of inspiration and formed the focus of the design system.
Creating Brand Identity
FutureBrand created a new bespoke typeface and color palette. It has a combination of tones that is inspired by the resort’s surroundings; it reflects the transition from day to night. FutureBrand highlighted that the visual element has been curated to guide the guests through an exclusive journey.
Danl Smith, Design Director at Future Brand, said their mission is to help businesses grow by better connecting everyday experience to brand purpose. “Atlantis The Royal’s customer journey was central to our strategy for the hotel’s branding. From the online booking pre-arrival to check-in at reception and entering the room for the first time, everything was carefully thought through to elevate the experience of luxury.”
Layan Alhafl, Director of Marketing at Atlantis Resorts, said FutureBrand was the first agency to kick-start the hotel’s journey. “With this came a rebrand for Atlantis, The Palm, to create a seamless and cohesive experience across the Atlantis Dubai destination, perfectly translating the level of luxury and indulgence we’re striving to achieve. It has been executed with a brand strategy and is a true success story from start to finish.”
FutureBrand also created a strong wellness proposition for Atlantis Dubai to cement wellness. The agency gave the group’s spa a new name “AWAKEN”, which better resonates with consumers and enhances their understanding of the wellness brand proposition.
