Miral and Start unveiled the new brand identity for Yas Island; a vibrant representation of an Emirati-bred, world class destination that is home to a multitude of leisure, cultural, social and business attractions suited to all audiences. In a highly collaborative partnership, Start helped author the Yas Island vision and purpose over an 18-month-period – carrying out insight analysis, experience mapping, stakeholder consultation, competitor exploration and audience evolutions – to design a definitive brand identity that will set Yas Island’s stage for the future.
The aim was to design a creative architecture for Yas Island that brought together its multitude of offerings, giving it one single sense of self. The brand story lives around the power of time; rich, multi-layered memories that last long after the experience ends. The Yas Island logo mark is a thing of beauty; reading Yas in English when read left-to-right, and Yas in Arabic when read right-to-left. Start commissioned independent artist Pawel Nolbert to bring a flat, hand-drawn image into the third dimension using acrylic paint and 4D design.