Jumeirah new brand identity

Jumeirah redrew its signature and symbol, blending Arabic calligraphy with a contemporary mark, and revealed it by projecting the brand's origin story onto the sail of Burj Al Arab across a week of illuminations.

The brief

Discerning luxury travellers and hotel owners, as Jumeirah plans to double its portfolio by 2030.

The idea

Jumeirah reworked its logo and signature, mixing Arabic calligraphy with a modern mark, and unveiled it by lighting the Burj Al Arab's sail with its founding story.

What to borrow

Using the brand's most famous building as the screen makes the identity launch an event in itself.

Brand	Jumeirah
Agency	Not named on the source
Talent	Not named
Channels	OOH, digital, on-ground
Source	Campaign Middle East