Move meant to reach global clientele and attract more investment
Ossis Property Developers, the owning company of the $1.5 billion flagship Amwaj Islands project, yesterday unveiled its new brand identity with an aim to reach the global clientele as well as attracting more foreign investments.
Amwaj Islands, the biggest group of man-made islands in the Kingdom, with over 70 projects under one umbrella, is one of the most exclusive infrastructure development projects in the Middle East and has received overwhelming response from investors and retail buyers since its launch.
Kareem Shamma, Director of Projects and Marketing at Amwaj Islands, who launched the new branding at the site offices of Amwaj Islands in Muharraq, told reporters that the infrastructure of the entire project has already finished.
Kareem, talking about the rationale behind the re-branding, said that the company felt that it is right time to go more global instead of focusing on local or regional markets.
He said: "The new identity is a culmination of a well-thought strategic decision. The launch of the new brand identity at this stage supports our company's philosophy, i.e. create, develop and then market."
The Amwaj Islands development, which commenced work in 2001, completed Phase 1 of the project - dredging and reclamation - in 2003, and is scheduled to finish the entire infrastructure network by the end of 2006. Phase III, building development, is currently ongoing, and once complete, Amwaj Islands is estimated to have a total population of approximately over 30,000.
Kareem said: "The new Amwaj brand identity has been especially created to reflect the unique qualities of Amwaj Islands and the innovative nature of the development. A unique typographic expression has been designed to convey messages of Arabian excellence, modern living and new horizons."
"From the outset, Amwaj Islands has been conceived to represent a living community and something much more sustainable than a resort. This objective drove the thinking and the way in which the new brand would have to function at an international standard."
He added: "Our new logo now consists of wave-like elements which convey the overarching concept of waterside living; the curves and fluidity generate a feeling of friendliness, whilst also being harmonious with the graphic qualities of Arabic calligraphy and firmly place the development in the heart of modern Arabia.
The primary logotype is enhanced with the addition of four golden stars inspired by theme of cosmology and the way in which Arabian explorers navigated the earth with incredible accuracy. Each star represents one of the main islands and in doing so, adds a sense of quality and premium value."
Along with the new brand identity, Amwaj Islands have developed a new mantra: "Island life ... the way it should be" to introduce and evoke the fresh atmosphere, bright outlook and innovative feel of Amwaj in a way that is clearly differentiated from the other major real estate developments.
"The new Amwaj Islands brand has distinctive design elements which ensure maximum recognition and awareness of the Amwaj Islands development. Being part of the Amwaj community will mean being party to certain unique experiences which are characteristic of the new environment that comprises Amwaj."
"The breathtaking Amwaj Islands - a group of man-made islands reclaimed from the crystal clear blue waters off the northernmost coast of Muharraq island. The development covers an area of some 30 million square feet, within easy access of the heart of Manama, and combines residential neighbourhoods, commercial districts and spectacular leisure resorts. With a unifying architectural theme, a smart city environment, a fast new road network, medical and educational facilities, and all the sports and entertainment amenities required in today's high-tech lifestyle, the Amwaj Islands have brought a new standard of living to Bahrain.
Under Bahrain's real estate laws, properties on Amwaj Islands can be purchased freehold by expatriates - and this has led to a tremendous demand for the luxurious seafront homes to be found there. The Amwaj Islands development has certainly lived up to the developers' promise - "out of this world, but within reach".
By Mehmood Rafique Business Correspondent
© Bahrain Tribune 2006
