Brand strategy, storytelling, and copywriting for Sultan Haitham City - the first project of the new Sultan of Oman, HH Sultan Haitham. Designed by SOM, developed by the Ministry of Housing.

The strategy and storytelling were grounded in the desire of the new Sultan to bestow a magnificent gift to the people of Oman - a gift for the present, and the future. A gift that would be his long-lasting legacy - part of his program of “a renewed Renaissance”. A city that is unique, innovative and smart - in design, lifestyle, quality of living, health, sustainability, and community.

The objective was to strike the perfect balance between a brand essence, identity and narrative that was fresh, dynamic, youthful, while still being elevated and elegant, representing the royal aspect of the project.