Masarra
Destination Management Co.,
Abu Dhabi
Building a brand for the next era of travel into Abu Dhabi:
Masarra is a new destination management company dedicated to crafting authentic journeys that showcase the best of Abu Dhabi and the UAE for travelers from around the globe.
In under three months, we made a brand to “delight people with the wonder of our world” - from the name, strategy, brand identity and extended brand experience.
This culminated in Masarra’s soft launch at the World Travel Market (WTM) in London in 2024.
Brand Proposition
Brand Messaging Copy
Visual Brand Design
Brand Deployment
Brand Guidelines
Presentations
A narrative of circular geometry speaks to the global appeal and reach of an inbound travel message and provides a visual blueprint and storytelling framework for a logical yet evocative mark.
Modular ‘Pattern of Light’ graphic patterning evokes the shape and light qualities of the Abu Dhabi landscape—shadow, shape, shimmer, and reflection—and creates an exciting visual language that recalls the primary brandmark and activates the respective brand surfaces.
A linear frame device and brandmark graphic abbreviation bring visual continuity and recognition to social content.
