Saadiyat Island just north of Abu Dhabi was looking to reposition itself as a premier resort destination for Gulf tourists. I led the development of a new visual identity system, anchored by a new logo. The Saadiyat mark is a modernized Arabic “س” (seen), transformed into a flowing wave/horizon whose three peaks symbolize Culture, Beach and Nature — combining Arabic heritage with the island's contemporary identity. More broadly, it works as an elegant abstract wave. A new tagline “One Island. Many Journeys” paid off the endless possibilities of every visit. The below video launched the new positioning.
