Jumeirah: Redefined Luxury Stay Different. Every time

  • Context

  • Formerly Jumeirah International, the group is owner and operator of some of the world’s most luxurious and famous hotels and resorts, including Burj Al Arab. In 2005, it announced its intention, as part of Dubai Holdings, to develop its portfolio of properties around the world and to become a globally recognized group of luxury hotels and resorts.

  • Challenge

  • To convert an endorsed identity scheme into a singular, monolithic brand capable of global application. With this, we established the values of luxurious hospitality and emphasized the distinctive hallmarks of the Group’s style of service.

  • Solution

  • A new name and identity was only the beginning of the new brand, Jumeirah. Together with the client, we established a core essence in which "difference" was emphasized. The idea of "Stay Different" would resonate internally as a style of service and externally as a statement of individuality and unique properties. A large deployment operation was undertaken across all two-dimensional media as well as electronic and signage touchpoints.

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