Jabal Omar

We redefined the Jabal Omar brand around the idea of “homage to the holiest city” and articulated a new purpose for the brand: To capture the rich history and culture of Makkah. The idea was to provide Makkah’s visitors and residents with a unique spiritual and physical experience—not just a place to stay, but a complement to the Hajj or Umrah experience, with numerous places to shop, dine, and immerse themselves in the unique history and culture of Makkah. Building on this idea, we designed a new brand mark and design system that pay homage to Makkah, from the proportions that match the Kaaba from an aerial view to the early Kufic calligraphy style Inspired by the first copies of the Quran. We also designed communications, including stationery, symbols, livery, press kit, investor kit, posters, print and digital advertising, billboards, and website. We then developed a comprehensive communications plan targeting the general public, residential buyers, and retail tenants with detailed channel and program recommendations across awareness, engagement, conversion, experience, and advocacy phases. The overarching goal of the campaign was to showcase Makkah's amenities along with its culture and history in order to create perceptions of Makkah as a premium and sought-after destination.