Enterprise Rebrand
Country Base: United Arab Emirates
Industry/Sector/Keywords: Events, Entertainment, Leisure, Tourism, Places, Games, Geographic Locations, Countries, Travel, Yas Island, Theme Park, Amusement Park, Abu Dhabi, UAE, United Arab Emirates, Gaming, Sports, Media, Play

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

Industry Setting

Within the Economic Vision 2030, Abu Dhabi is developing Yas Island into ‘a leading international destination for leisure and entertainment,’ with spectacular experiences like Ferrari World and Warner Bros.


The rebrand objective was to create a platform from which to execute strategic marketing initiatives to:
• Increase visitation by building market share – footfall
• Increase length of stay – revenue
• Grow share of mind to become a destination of choice – advocacy.

Detailed stakeholder insights, competitor analysis, qualitative & quantitative research and visitor journey mapping informed a definitive Yas Island brand strategy.

Results from insights gathering required the rebrand to:
• reflect premium perception of Abu Dhabi – elevated
• appeal to global and local audiences – relevance
• be disruptive in a cluttered marketplace – simplicity
• reflect the spectrum of experiences – ‘all in one place’
• be compelling and engaging – ‘show me, don’t tell me’


The new Yas Island brand promise is ‘quality of time spent,’ where visitors make the most of their leisure time; a place to take a break from everyday life.

Promoting the brand essence ‘elation,’ the rebrand is anchored by an expressive and vivid YAS logotype.

The YAS logotype reads right to left in Arabic and left to right in English. The energetic hand-drawn type* promotes a true sense of elation and the human experience of entertainment. Vibrant colors capture the full spectrum of visitor experiences.

Multi-language marketing and communications activity defines Yas as the destination to realize your dreams, experience the best of everything all in one place, and to create memories that last a lifetime.

*Pavel Nolbert – type/illustrator


“To our delight, island visitation surpassed all expectations, drawing in a record number of people of all ages and backgrounds. We look forward to welcoming even more people in future.”

“Absolute visitation is up 8% to 27 million, as is length of stay with hotel occupancy up 11% year on year.”

Mohammed Al Zaabi, CEO in Khaleej Times


Yas Island – www.yasisland.com
Miral Asset Management – www.miral.ae

Associate Director Marketing, Communications & Visitor Services: Julie Audette
Marketing Communications Manager: Matthew Augier

Brand Strategists/Designers: Start Design – www.startdesign.com

Group President: Mike Curtis
Group CCO: Darren Whittingham
UK CEO: Kevin Gill
Creative Director: Chris Bennet
Senior Brand Design: Firas Koukache
General Manager: Hannah Powlesland
Senior Producer: Douglas Merry

Partner Agency: Hometown London – www.hometownlondon.com
Creative Director: David Gamble