A brand new island

Abu Dhabi's development project, Yas Island, is fast approaching the 10 year mark and now has a colourful new identity. Global brand agency Start was chosen by development manager Miral to undertake the transformation, which illustrates the constant growth of the man-made island.

Mohamed Abdulla Al Zaabi, CEO of Miral, says, “The Yas Island brand is not just an abstract vision; it is deeply rooted in people. The rich, diverse community that the island boasts today is an integral part in the fabric that makes up Yas Island, and what ultimately sets it apart as a world-class cosmopolitan destination.”

Planning ahead, Miral's forward-looking  approach is supported by its vision for 2022, as it hopes to be one of the world's top 10 destinations for family fun. The island's aim of hosting up to 100,000 corporate visitors and providing 4,000 hotel rooms is matched by the swell of its local residents, set to be close to 10,000 living in Yas Island and another 10,000 commuting for work. 

With similar projects already completed in the region such as Emirates Palace and the Etihad Towers, successful brand identities exist in abundance. Yet as previous rebrands such as the Abu Dhabi Sports Council and Kaya and Bellwether took home gold in the 2015 Transform Awards MENA, the project will have to earn its stripes with regards to competition. 

After one of it's most successful summers to date, a growing increase in visitors is reflected in the magnitude of both Yas Waterworld and the Ferrari World Abu Dhabi, with 600,000 visitors in the last year, Yas Island's challenge will be whether it can manage its own growth