2014 Winners & Shortlists

Brief Explanation

Our challenge was to address the mandatory listed in the client brief, however, we had to also make sure that we are not developing an art gallery branding solution but rather to also ensure making the identity relevant and meaningful within the hospitality industry. Moreover, we identified a need gap in the market, whereby, hotels in the UAE where becoming impersonal, and therefore, it provided an opportunity for Noon Hotel Apartments to become the personal hotel you prefer to stay in for a longer period of stay (more like a home away from home)

The Brief

To build a brand identity and a brand story for one of kind Hotel Apartments in Dubai. To create a brand identity story that is "hospitable" deriving from known Arab hospitality. The identity as to be inspired by the letter "Noon" (one of the alphabet letters in Arabic), this is to be in line with the craftsmanship and architectural modern calligraphy design undertaken by renowned Arab artists.

How the final design was conceived

Through Arab Bedouins hospitality traits and insights, we have uncovered the symbol of "camp fire" lit in the desert". It is said the longer the camp fire place is lit the more generous the owner will be known for. For that "fire" was used as a guiding light for lost travelers at night looking for food, drinks, and shelter. The "Noon of Hotel Apartments" identity combines both the Arabic "Noon" Letter and the Flame. this creates a merging unique symbol to represent Arabic Authentic Art of Generous Hospitality and Welcome ie. Noon Hotel Apartments "The Art of Welcome".

Indication of how successful the outcome was in the market

The open opened up on time and the client plan now to take the new hotel concept into franchise operator system.