Oqyana: World First An Elite Island Paradise

  • Context

  • The World Islands project off the coast of Dubai is one of the most ambitious engineering feats ever undertaken. Three hundred semi-tropical islands are arranged in the shape of a world map. When complete, this incredible archipelago will be the location for hotels, resorts, luxurious homes and themed destinations of opulent proportions.

  • Challenge

  • EFAD Holding of Kuwait acquired all the islands of Australia and New Zealand. Their master plan suggested an elite island paradise comprising of hotels, residences, spas, marinas and leisure facilities. The task was the creation of a brand that would resonate as the most prestigious destination in the world—one which would attract early investors and set the benchmark for future "World" projects. A name and identity scheme was required that would reflect the location of the islands yet impart a sense of Arabia upon this unique development.

  • Solution

  • "World First" drives the internal mission, describes the actuality of the island’s location and encourages developers, architects and designers to create definitive solutions. We looked back in history to uncover the word that Arabian mariners used for the region of Oceana. "Oqyana" conjured a sense of importance, prestige and international brand appeal. A nomenclature was developed to reflect the geography of Australasia, and authentic Aboriginal art was a signature super-graphic prevalent in all collateral.

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