AMAALA received top honors at the Transform Awards 2021, a global initiative that celebrates innovative, creative and successful brand work from across in the Middle East and Africa. During a distinguished ceremony hosted on 25 May at the V Hotel in Al Habtoor City, Dubai, AMAALA and its creative partner Landor & Fitch enjoyed a hugely successful night, winning the prestigious ‘Grand Prix’ prize, four gold awards, as well as one commendation in recognition of its exemplary work in innovative brand strategy and development.
The coveted ‘Grand Prix’ award celebrated AMAALA’s overall excellence in rebranding – from identity to visual aspects, and creative strategy, setting a new benchmark for the transformative power of rebranding and brand development.
AMAALA also won Gold awards for ‘Best Place or Nation Brand’, ‘Best Creative Strategy’, ‘Best Visual Identity from the Lifestyle and Wellbeing Sector’, as well as ‘Best Visual Identity from the Sports, Travel, Leisure and Tourism Sector’. In addition, the destination was highly commended in the category of ‘Best Brand Development Project to Reflect Changed Mission, Values or Positioning’, in celebration of the destination’s exemplary positioning to reflect a new approach to its business.
Commenting on the award wins, John Pagano, CEO of AMAALA, said: “At AMAALA, our vision is to create a sustainable, purpose- and meaning-driven destination, and we are honored to see the brand recognized for setting new standards in sustainable luxury branding. These prestigious awards are testament to AMAALA’s commitment to identify and adopt ground-breaking strategies as we set out to boldly capture the essence of Saudi Arabia’s Vision 2030. The wins not only prove AMAALA’s success in pushing the boundaries of innovation, but also the success of pioneering, break-through and strategic thinking by our creative partners Lander & Fitch to shape a remarkable brand identity.”
AMAALA’s brand identity was developed in partnership with Landor & Fitch, who helped bring to life a vision for the first "sustainable-native" luxury brand that is a force for good. The resulting visual identity features a harmony between sustainability, personalization and authenticity, inspired by the beauty of the Red Sea. Using the ocean’s labyrinthic pattern found across coral, fish and algae as the crux of the design, combined with the eye, the AMAALA brand identity took shape as an iconic “Eye-D” logo identity. The versatility of the brand design means the possibilities for AMAALA are truly endless.
Work on AMAALA continues at pace, with more than 180 contracts awarded worth 3 billion SAR and the project set to award a multi-billion-riyal Public-Private Partnership (PPP) contract for the destination’s utilities before the end of the year. With the master plans for the destination complete, key contractors have been mobilized with more than 1200 employees on-site and construction is well underway on major sites including the airport and marina. Construction on the first phase of the worker village is also close to completion.