Component Rebrand
Country Base: Bahrain
Industry/Sector/Keywords: Construction, Property Developments, Retail Stores, Real Estate, Property Management, Urban Strategy, Urban Planning

Below: Before and After Images in Slide Show, Video, Summary, Credits

Summary
Industry Setting

Real estate investment is one of the largest sectors in the GCC (Gulf Cooperation Council). The region saw phenomenal growth over the last 20 years but some projects stalled in the wake of the global financial crises. Villamar was one such victim.

Challenge

Villamar was a central component of Bahrain’s Financial Harbour district and a significant feature on Manama’s skyline. After the original owners failed, GFH, an investment house with real estate credentials, took over with a mandate to complete the project and deliver an ‘icon for the nation’s skyline’. A new name, positioning and identity was key to making this project a success.

Strategy

The new ‘Harbour Heights’ name sat within the context of the ‘Bahrain Harbour’ development, the new name for the Bahrain Financial Harbour district. The new name alluded to the project scale, while the three towers that dominate Manama’s skyline formed the cornerstone of the triadic graphic language. A ‘form of threes’ was expressed in the construction of the icon and reflected in the shape of the logo. These three elements underpinned a master pattern and a linguistic pattern structure.

The tonality focused on the development’s scale and the lofty perspective it offered – ‘views from above’, giving the project’s marketing a unique flavor. Typography combined the prestige of Pensum Pro’s italics with the clean lines of New Hero supporting messaging in three-line structures, building on the notion of a linguistic triad. Images housed the messages with aerial waterfront scenes or cloudscapes alongside top-down views on domestic subjects and interior views.

Result

The project has transformed a derelict Villamar into the highly desirable Harbour Heights. New hotels and cornerstone tenants have taken up residence, and sales of residential units have been healthy. A failed project has been reborn and a blot on Manama’s landscape transformed into a scintillating spectacle that promises great things above and beyond.

Credits

Client/Brand Owner: GFH Financial Group – gfh.com
Head of Marketing – Corporate Communications: Leandro Torres

Brand Strategists/Designers: Unisono International WLL – unisonoagency.com
Executive Creative Director: Liam Farrell
Director of Strategy: Amy Morgan