Brand architecture and brand strategy for the rebranding and repositioning of Al Mouj Muscat - one of Oman’s most innovative and vibrant lifestyle communities. Part of MAF Communities.

The main goal was to clean up a convoluted agglomeration of brands, and create a tight, coherent system for this vast, multifaceted and continuously expanding masterplan development. The brand architecture system that was established clearly reflects belonging to the Majid Al Futtaim brand family, but is balanced with freshness, individuality and creativity for new districts and offerings. This allows the masterplan to grow, develop and diversify, while all its offerings are housed under a strategic umbrella that allows for maximum brand equity and awareness for the main brand.