There are occasions when corporations need to create a brand structure to enable sub-entities to achieve their own goals, but also corporately work together to maximise the strength of a singular brand. The world’s largest airport of one hundred and forty-eight square kilometres is comprised of a science and technology park, residential areas, commercial city, a golf resort, a logistics centre and an aviation hub.

The master brand and the family identities borrowed from a traditional Arabic pattern to retain the cultural heritage but discover an expression of a contemporary brand. The individual extension of the master symbol allowed each of the precincts to operate independently and compete in their own right. Collectively, the shared characteristics allowed them to participate and contribute to a single brand identity.

There are occasions when corporations need to create a brand structure to enable sub-entities to achieve their own goals, but also corporately work together to maximise the strength of a singular brand. The world’s largest airport of one hundred and forty-eight square kilometres is comprised of a science and technology park, residential areas, commercial city, a golf resort, a logistics centre and an aviation hub.

The master brand and the family identities borrowed from a traditional Arabic pattern to retain the cultural heritage but discover an expression of a contemporary brand. The individual extension of the master symbol allowed each of the precincts to operate independently and compete in their own right. Collectively, the shared characteristics allowed them to participate and contribute to a single brand identity.