# A New Global Benchmark for Well-being

> Brand strategy for AMAALA — uniting Four Seasons, Rosewood, Six Senses, Clinique La Prairie, Equinox and Nammos across 3,000 residences on the Red Sea.

- Client: AMAALA, Red Sea Global
- Services: Strategy, Design, Content, Production
- Sectors: Destination & Placemaking, Lifestyle & Wellness
- Locations: Middle East

A world-first destination, devoted to well-being.

Spanning 4,000 square kilometres along the Red Sea coastline, AMAALA sets a new global benchmark for well-being real estate. Noë & Associates were engaged to unite, distinguish, and express an unprecedented portfolio - over 3,000 residences and 1,200 hotel keys - from the world’s leading hospitality brands, wellness specialists, and longevity pioneers: Four Seasons, Rosewood, Six Senses, Clinique La Prairie, Equinox, Jayasom, and Nammos.

We created the residential brand for AMAALA, drawing on the authentic truths of its sub-brands to define a cohesive positioning, visual identity system, and suite of narratives that introduce the portfolio to the world with clarity and impact.

AMAALA Residences

We defined the propositions, names, and visual identities for AMAALA’s four unbranded residential communities, bringing them together as ‘The Collection’ – a clear, cohesive entry point distinguishing them from the branded residences.

Introducing 'The Collection'

For each of the seven iconic brands, we crafted bespoke propositions, identities, and collateral – bringing brand heritage into alignment with the evolving language of wellbeing, the dynamics of the super-prime residential market, the conceptual ethos of AMAALA, and the progressive Vision 2030 shaping Saudi Arabia’s future.

Each residential community expresses its own identity and experience while remaining deeply rooted in place. Distinct in character yet unmistakably AMAALA.

Contextualising Icons

We designed, art directed and specified a suite of case-bound books spanning the master brand, four AMAALA residential brands, and each of the seven hospitality brands. The materials and finishes differ, but the consideration is constant.

Individually distinct. Together, a set.

Suite of case-bound books for AMAALA

"AMAALA will provide visitors with a uniquely diverse, immersive experience while setting new standards in sustainable development, and positioning Saudi Arabia on the global tourism map."

Full TVC

We developed an integrated campaign, producing a comprehensive suite of film, print, and digital assets to launch the portfolio and build brand equity for AMAALA Residences and its individual communities.

Global Campaign

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Source: https://noeassociates.com/projects/amaala-red-sea-global
Site: Noë & Associates