Storytelling, taglines, messaging and copywriting for Nujuma, a Ritz-Carlton Reserve on the Red Sea in Saudi Arabia, developed by Red Sea Global, a PIF company. The only project in the Middle East to bear the exclusive Ritz-Carlton Reserve name. An unspoiled sanctuary for those who travel across uncharted territories to discover the pristine natural beauty, the rich cultural heritage and the flavours of the Red Sea.

The taglines and messaging became the foundation of the brochure, written in English with the Arabic translation in mind, so that the two languages sit side by side as a complement rather than an afterthought. This kind of craft was one of the challenges: writing so that the English and the Arabic could interplay on the page, each line leaving room for its counterpart.

The next challenge was the destination itself. At the time, the Red Sea was not yet known as a destination, so I was writing the story of the place as much as of the residences. The third was voice: to speak precisely in the tone of the prestigious Ritz-Carlton Reserve brand, while imbuing it with the particular spirit of the place. The last was to bring it all together, coherent with the poetic name Nujuma and everything it represents: a residential experience that shines with the brilliance of the most mesmerising stars.

The storytelling revolves around the brilliant beauty of nature, the organic design by Foster + Partners and the symbiosis of diverse elements. The objective was a voice as rare as the setting, where uncharted meets extraordinary.