Waking up Rabat, Morocco’s sleeping beauty
Real estateTourism & destinations
Identity & design
Other works for this client
Burj Khalifa (formerly Burj Dubai)
Rabat, the capital of Morocco, was a sleeping beauty. Although
Marrakech and Casablanca have always stolen the limelight in
Morocco, the forgotten coastline near Rabat was primed to be
revived. The government enlisted real estate leader Emaar to master
plan and develop a new coastal district to give the whole city a
facelift. This was a major step for Emaar, as it was one of its
first endeavors outside its home country.
Emaar in turn solicited Landor to develop the brand for this
ambitious project. The goal was to highlight the rich cultural
heritage of Rabat with this new coastal development. Landor was
encouraged by the fervor and passion of the people of Rabat to
develop a brand that reflected their beliefs and values. The brand
had to appeal to the residents, but also had to attract an
international crowd to invest in and visit the new Rabat.
Landor devised the Brand Driver™ awake the passion.
This led to the creation of a brand that achieved a fusion of the
past and the future. Landor developed the name Saphira,
which means female ambassador in Arabic. For the international
audience, it evokes a precious gem or the color of the ocean. The
local culture and the colors of Rabat inspired the identity. The
primary logo was created from a traditional embroidery pattern and
the secondary graphics were an echo of the dramatic rock cliffs of
the corniche. From the notable identity to the iconic
Moroccan-inspired sales center, Landor created a brand for the
Saphira luxury development that was built to last.