SIDRA by Landor Dubai for Al-Muhaidib Family

SIDRA

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United Arab Emirates
Agency Landor Dubai
Director Ramel Kabbani
Designer Ghenwa Yassine
Released August 2011

Credits & Description

Category: Logo Design
Advertiser: AL-MUHAIDIB FAMILY
Product/Service: RESIDENTIAL COMPOUND BRANDING
Agency: LANDOR ASSOCIATES
Director: Ramel Kabbani (Landor)
Design Director: Benjamin Fujita-Summers (Landor)
Designer: Ghenwa Yassine (Landor)
Media placement: Logo Design - eMap, email signatures, invitations - 1 aug 2011

Describe the brief from the client
To create an identity for a family compound in Riyadh including naming and signage. The compound is home to local family members and also those now living abroad when they return to the Kingdom. It is used for entertainment related to the family business and as a social venue for friends and guests.

Describe the challenges and key objectives
This involved creating a new brand in an unusual domestic & business category. It had to acknowledge the family's homeland in the Nejd area of Saudi Arabia.
We created a naming architecture for 9 villas for the family, clubhouse, business centre and numerous entertainment venues for the family, family businesses and friends. Central to these are 3 Diwaniyehs coffee houses renowned for their lively conversations, which are major social hubs for the local area.

Describe how you arrived at the final design
Naming the project Sidra after a local blessed tree, traditionally used for meetings shaded from the desert sun, our mark is crafted from spoken words to evoke the image of Sidra as a place of conversation and rest.
We captured the Arabic name within the words of the tree, creating an elegant dual language presentation.

Give some indication of how successful the outcome was in the market
The family commended us on our deep social, historical, literary and geographical knowledge of the kingdom. It is a great immeasurable success, gauged largely by the approval of the client and from the reaction of prospective clients seeing it as a case study. A similar project is now underway for a new client.