To build a brand for the world’s most ambitious and exciting tourism and hospitality destination created in harmony with one of the world’s most breathtaking natural treasures. A brand that will set new standards in sustainable development and exceed expectations to create a unique travel experience and unforgettable memories for tourists visiting from around the world.

The Red Sea is a destination where world class wellness and luxury experiences harmonize with breathtaking nature. As the world learned about this undiscovered treasure, we wanted to convey the experiences tourists can unearth, we formulated this in our brand promise of “experiencing rejuvenating and inspirational moments”. The brand was positioned as the destination of ultimate luxury experiences, and this positioning was captured in our design, where we encapsulating the silhouette of the iconic islands, in a gradient of gold.