IBN BATTUTA MALL
OVERVIEW
Located in Dubai, and completed in early 2005, Ibn Battuta is the world’s largest themed shopping mall. Named after the famous Arabic traveller and explorer, the mall is uniquely designed and celebrates many of Ibn Battuta’s travels and adventures. With an exciting mix of over 275 retailers, 50 restaurants and food outlets, 21 cinema screens, the Mall is also home to the UAE’s only IMAX theatre.
CHALLENGE
In boasting so many varied and exciting cultural sights and experiences, the Ibn Battuta visual identity and look-and-feel really wasn’t in sync – looking detached and very disjointed. Dubai-based real estate developer Nakheel, also responsible for the Palm Jumeirah, asked us to take a fresh look the brand’s visual identity system.
SOLUTION
During the research phase, we identified vital assets to the existing brand that key audiences identified with and had an affinity for. As a result, we focused directly on the tired components of the identity.
Choosing to reinvigorate the brand, a new visual system was developed and applied to all above and below-the-line communications. Unassociated colours were removed and a more sophisticated colour palette, including silver, was added – giving the brand a new, revitalised, premium look-and-feel.
© Breathe Branding FZ LLC
CAPSTONE PROPERTIES
OVERVIEW
Capstone properties is a joint venture partnership between ACC, one of the largest construction companies in the Middle East and Abu Dhabi Holding Group. They joined forces to enter the Real Estate market initially in the Middle East with a long term global vision.
CHALLENGE
Breathe’s approach was to create an entirely new typeface that would become the signature stamp for all future developments. By twisting a classic serif font, Breathe created an identity for Capstone that has confidence and elegance at the heart of its brand promise. Photography was styled to enhance Capstone as a lifestyle choice for the modern discerning consumer.
SOLUTION
With their current developments sold out off plan, Capstone are currently looking at the Far East and Europe to add their individual touch of elegance to their existing portfolio.
© Breathe Branding FZ LLC
