New brand creation
Wadi Safar
Building a luxury hospitality brand from scratch in the Middle East
Role
Lead Brand Strategist
Partner
with Construct, London
Scope
Brand creation · Positioning · Architecture
Sector
Luxury hospitality · KSA
Wadi Safar is one of the most significant luxury developments in the Kingdom of Saudi Arabia — a destination set to become home to the world's most influential individuals, and a new global benchmark for ultra-luxury living, hospitality and lifestyle.
Working with London agency Construct, I led the brand strategy from the ground up. That meant deep competitor audits, UHNWI research and stakeholder interviews to uncover the positioning — before developing the full Masterbrand positioning strategy and a brand architecture to bring together a world-class collection of hospitality and residential partners, including Aman, Oberoi, The Chedi, Faena and Six Senses.
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