Since defining luxury hospitality with the iconic Burj Al Arab in 1999, Jumeirah has grown into a globally renowned collection of 26 exceptional properties across the Middle East, Europe, and Asia. As the brand embarks on an ambitious vision to double its portfolio by 2030, an evolution was essential – not merely in scale, but in the very expression of its identity.

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

Moloobhoy & Brown were entrusted with defining and crafting a new visual identity system, seamlessly aligning with Jumeirah’s visionary brand strategy. Central to this transformation was the creation of bespoke Arabic and English signatures, unique identities for each of the 26 properties, an elegant calligraphic symbol, a custom pattern suite, and sub-brands designed to unify yet celebrate the individuality of each distinct location.

At the heart of the new identity is the reimagined Jumeirah signature—an elegant fusion inspired by traditional calligraphic craftsmanship from across cultures. Blending the refined characteristics of Roman typography with the fluid artistry of Arabic calligraphy, from Nastaliq to Diwani, the new signature embodies a sophisticated dialogue between heritage and contemporary luxury.

Jumeirah’s rich legacy in Arabian hospitality—where warmth, generosity, and joy have flourished for centuries—was the foundation of our creative exploration. Every element of the identity is meticulously curated to encapsulate this spirit, resulting in beautifully crafted designs and refined applications that resonate at every touchpoint, from corporate communications to immersive guest experiences.

Through strategic clarity, refined storytelling, and an unwavering commitment to cultural authenticity, the new Jumeirah identity is more than just a brand evolution—it is a testament to the enduring legacy of luxury hospitality, artfully elevated for today’s discerning travellers.

To celebrate the launch of Jumeirah’s transformed identity, we conceptualised and designed a bespoke guest gift experience—a thoughtfully curated writing set inspired by the roots of Arabian hospitality. Central to this narrative was the celestial imagery of the night sky, incorporating an astrolabe and star map. These timeless navigational tools symbolically link the tradition of exploration and discovery inherent in Jumeirah’s brand heritage. Within this luxurious gift, guests are invited to write their own stories of travel, weaving personal experiences into the fabric of the Jumeirah journey.