Alef Group
Creating a brand for a premium developer in the UAE
Concept + Brand Design + Guidelines
Alef Group, founded in 2013 by the late Sheikh Khalid Bin Sultan Al Qasimi, stands as a privately held lifestyle experience provider. Headquartered in Sharjah, UAE, Alef Group has consistently pioneered the development of premier lifestyle communities, destinations, and experiences through strategic investments and joint ventures.
The brand mark is constructed using multiple design elements. The Arabic Hamza (Hamza is a letter in the Arabic alphabet, representing the glottal stop), stylised to represent the encompassing structure or brick and mortar developments by the Alef Group; the Arabic word mark, representing the human creative experience, as expressed through a looser handwritten script; and the English word mark. Together these elements create a single dual-language brand mark, representing local roots and global aspirations.
As Design Director, I worked closely with the strategy team to craft a comprehensive design brief and concept. My responsibilities encompassed the creation of the brand's identity and the development of a cohesive visual language, culminating in the formulation of brand guidelines.
It's worth noting that Alef Group has maintained its brand identity since its inception, a testament to the enduring strength and relevance of its brand image.
Agency: Brand Union