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Backstory

Al Humaid City is a residential and commercial development being created in Ajman Emirate, UAE. With 69 residential towers from 25 stories PA Consulting had developed an architectural direction but no branding. With a limited timeline and no budget I developed an initial look n’ feel based around the hero building: The Al Hadeel Tower.

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Direction

Visual reference are rich in the part of the world. It is situated in the centre of the Arabian Peninsula, this somewhat spacious metropolis has the mantra to modernise. With American style grid like city structures opposite traditional mud-brick houses and vernacular structures. This is brought out and highlighted as a key push point on the modern, but with a link to the past visuals in the identity.

humaid2

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