When considering which top-tier branding agency to partner with to bid for the development of this massive project in Aqaba, Bitar Architects and Consultants looked no further than Creations. With their long history of collaboration on key projects in Jordan such as the Petra Visitor Center, the Jerash Visitor Center and the Sharif Hussein House Museum in Aqaba. Both CEOs Arch Bashar Bitar and Arch Zaid Masannat of Creations have worked seamlessly together for decades.
Creations designed the Yamaniyah brand for this massive 170,000 square meters project in Aqaba for the Aqaba Development Corporation (ADC), which includes a public beach and an adjacent business district. The public beach is one of the last public beaches in Aqaba/Jordan, and it was crucial to keep it accessible by the public with upgraded facilities and with optional (paid) services. The beach is also to act as a catalyst to attract investments in the business district which is to host high-tech companies, hotels, a cinema and a host of office buildings.
The design brief for the creation of the brand was very clear, as explained by Mr Najib Faris, Chief Investment Officer at ADC: the brand should ‘speak the beach language’ and convey ‘happy vibes’.
That is exactly what we had in mind when we developed the Yamaniyah brand. The logo itself is inspired by the shape of the waves that the Arabic name يمنية forms in its most abstract state. The entire brand exudes happy vibes and reflects what beach fun is about. We added the slogan شط اليمنية – شط الكل (Yamaniyah Beach – the Beach for All) to emphasise its public nature and free access to all locals and tourists alike.