Brand-led business transformation company, FutureBrand, reveals details of the visual identity and design system created for Atlantis The Royal, Dubai, as part of its ongoing work with global hotel developer and operator, Kerzner International. Inspired by the hotel’s iconic architecture and destination, where anticipation “ignites the horizon”, the new identity is a true reflection of the most luxurious resort to shape the Dubai skyline.
The ultra-luxury experiential resort is the pinnacle of opulence, offering guests an experience like no other, uniquely tailored to their every desire. From colour selection to art direction, FutureBrand carefully developed each detail to reflect the world-class customer experience and electric atmosphere of the new resort. Crafted by the world’s leading designers, architects and artists, guests are taken on a journey of discovery and adventure, with artful masterpieces, iconic entertainment, and beautiful craftsmanship at every turn, where the highest level of service will set a new standard in excellence.
The resort’s awe-inspiring architecture, most striking from its door-like feature at its centre, is a key source of inspiration and formed the focus of the design system. Atlantis The Royal brings the elements of nature to life through its distinctive design, environment and energy. This is expressed through the hotel’s logo, tone of voice, photography and patterns. These applications span across all guests’ touch points – from the room access card, to the in-room literature, bathroom amenities, wayfinding, and digital communications.
FutureBrand developed a new bespoke typeface and colour palette, with a combination of tones that is directly inspired by the resort’s surroundings, reflecting the transition from day to night. Each considered visual element has been curated to guide the guests through an exclusive journey – from flexing to allude to an extreme sense of calm and serenity, to promoting a daring, electric energy and anticipation.
FURTHER DETAILS ABOUT BRAND IDENTITY IN NOTES TO EDITOR
“It is FutureBrand’s mission to help businesses grow by better connecting everyday experience to brand purpose. That being said, Atlantis The Royal’s customer journey was central in our strategy for the hotel’s branding. From the online booking pre-arrival to check-in at reception and entering the room for the first time – everything was carefully thought through to elevate the experience of luxury”, says Dani Smith, Design Director at FutureBrand.
“FutureBrand was the first agency to kick-start this journey with us a few years ago. They were an integral part of the birth of this brand. With this came a rebrand for Atlantis, The Palm, to create a seamless and cohesive experience across the Atlantis Dubai destination, perfectly translating the level of luxury and indulgence we’re striving to achieve. It has been executed with a flawless brand strategy and is a true success story from start to finish” says Layan Alhafi, Director, Marketing, Atlantis Resorts
To accompany Atlantis The Royal’s launch, FutureBrand was also tasked with creating a strong wellness proposition for Atlantis Dubai that would cement wellness as one of its key experience pillars. In light of this challenge, FutureBrand gave the group’s spa a new name, “AWAKEN”, which better resonates with consumers and enhances their understanding of the wellness brand proposition. A powerful new visual and verbal identity was developed, building equity around the brand and positioning AWAKEN as the must-visit wellness experience in Dubai.
