BACKGROUND

Situated at the heart of Doha's Lusail West Bay area Qatar, the initial assignment which was to strategically name and position a new retail brand for a 127,000 square metre lifestyle shopping centre, with 53,000 square metres of retail.

A strategic positioning, communication's programme were required to engage prospective high value retail tenants as well as build and develop brand awareness from the ground up.

STRATEGIC

Responsible for the naming, brand proposition, identity and this initial communication for the mail. Leveraging strategic insights, the brand driver wasto take the muse of air, water and light.

The brand was constructed around a celebrationof elements of Life meeting Retail, fittingly the brand was named Lagoona.

After naming was completed, one of the first touch points was to design a visual identity.

A visual identity that in the region must convey the brands personality in both arabic and English

languages. An identity that reflects the harmony of life's elements of nature and retail fusing together.

This is executed within the double OO rings of the Lagoona word mark, the turquoise marine tones express the life and contemporary nature of the brand, creating a contemporary symbolised word mark further underpinned with the strap line Elements of life.

CREATIVE SOLUTION

A high end luxury design communications programme that could emphasise these elements of life. Air, Water, Earth, Light brought the essence of a Lagoon and to an emotional communication.

Fashion models were art directed with the nature elements shots of water and light photographed in Qatar.

The OO gatefold page retail brochure was presented in a beautiful signature colour bespoke box, with a light reflective CD showing a multimedia fly though.

This retail communications went on to attract mall clients various luxury brands to invest and contractually become tenants in this retail development.

Lagoona will be launched in February 2011 and has generated significant interest from potential store tenants and is eagerly awaited by the Qatari customers.