Jumeirah operates a world-class portfolio of 26 luxury properties across the Middle East, Europe and Asia. With a diverse collection of hotels, residences, real estate, spas and fine dining experiences. Jumeirah defined luxury hospitality in 1999, opening the iconic flagship Jumeirah Burj Al Arab. As Jumeirah embarks on fulfilling a bold new vision to double the portfolio by 2030 an evolution of the brand was required to support the first stage of the brand's transformation.

Project scope
Brand Identity, Brand Collateral, Brand Guidelines, Brand Guardianship

Jumeirah's brand story is deeply rooted in the rich heritage of Arabian hospitality, a tradition that has flourished for centuries. It began in the home, where hosts welcomed guests—strangers or neighbours—with warmth and protection. This generous spirit of hospitality continues to shape Jumeirah's commitment to delivering exceptional experiences for today's luxury travellers.

Moloobhoy & Brown were appointed to define, craft and create a new visual identity system aligned with the newly articulated brand strategy. This included the creation of bespoke Arabic and English signatures, 26 property signatures, a calligraphic symbol, a custom pattern suite and sub-brands across Jumeirah's entire portfolio.

The new Jumeirah signature has been designed to reflect the brand's origins and rich culture of generous hospitality, inspired by the craftsmanship of traditional calligraphies from across the world. A celebration of letterform combining refined Roman typographic characteristics with the fluidity and craft of Arabic calligraphy from Nastaliq to Diwani, uniting cultures into a singular and unique brand expression.

The new signature sits at the heart of the brand's transformation, inspiring beautifully crafted designs and elegant applications at both a corporate and guest experience level. 

As part of Jumeirah’s brand launch, a bespoke gift was developed to share with guests—a beautiful writing pack crafted to introduce the brand’s story. The gift was inspired by the roots and origins of generous hospitality and physically represented Jumeirah's pillars: warmth, generosity, and joy.

The canopy of the night sky was utilised as a unique graphic element to tell Jumeirah’s story within the gift’s design. The astrolabe and star map, universally used for navigating the globe, visually connect the journeys that lie at the heart of the brand’s heritage. Guests would find a beautifully curated set of stationery in the writing pack along with a notebook to capture their very own tales of exploration and discovery.