Brand strategy, narrative, naming, brand curation and copywriting for Maserati Island, the first private Maserati island in the world and home to the world’s first Maserati residences, moored off Dubai. Developed by Samana Developers, under their new Samana Collecta brand. The project came through a proposal I wrote with an agency team, setting out the strategic and creative ideas.

The strategy covered the brand foundation, essence, positioning, narrative, tone of voice and messaging. It was written to embody the spirit of Maserati: dolce vita as life savoured in its smallest, most deliberate details, enjoyed at its own pace. The island is where the Maserati life comes to anchor.

I created a Maserati-specific Italian naming system and language for the entire island, from the six buildings, named for the winds of Maserati’s iconic cars, to the units, and all the amenities and design features. 

The brand curation extended into experiential and amenity concepts and launch campaign ideas, followed by the copy for the brochure and the digital campaign. The objective was to give a first-of-its-kind island residence the soul, character and grace of this legendary cultural icon.