Makarem unveiled a new brand identity at Arabian Travel Market in Dubai, built around the line 'Journey to the Origins' and pitched at pilgrims and religious tourists in Makkah and Madinah. The identity work was done with brand consultancy Brand Lounge and launched alongside the reopening of Makarem Haram View Suites and the flagship Makarem Burj AlMadinah.
The brief
Pilgrims and religious travellers to Makkah and Madinah, for a Saudi hotel brand four decades old.
The idea
Taiba unveiled Makarem's new identity at ATM Dubai, built on 'spiritual hospitality' and the idea of a journey back to origins, as Makarem Haram View Suites reopened and Burj AlMadinah launched.
What to borrow
Building a hotel identity around why guests travel, here faith, gives it a clearer position than one built around amenities.
