The world’s ultimate destination brand

Yas Island Abu Dhabi
Brand Experience

In a highly collaborative partnership, Miral and Start unveiled the multi-award winning rebrand of Yas Island. Home to outstanding commercial and residential developments – alongside world class hospitality, cultural, leisure and entertainment destinations – Yas Island epitomizes Emirati imagination and ambition.

A new designed experience
across all visitor touchpoints

The new Yas Island brand proposition is about ‘quality of time spent’ – where visitors make the most of their leisure time and take a break from everyday life. Promoting the brand essence of ‘elation’, the new brand identity is anchored by an expressive and vivid YAS logotype that reads right to left in Arabic and left to right in English. The energetic hand-drawn type symbolises the human experience of entertainment. Vibrant colours capture the full spectrum of visitor experiences across touch-points.

Multi-language marketing and communication activity defines Yas as the destination to realise dreams, experience the best of everything in one place, and create memories that will last a lifetime.

“To our delight, island visitation surpassed all expectations, drawing in record numbers of people, of all ages and backgrounds. Absolute visitation is up 8% to 27 million, as is length of stay, with hotel occupancy up 11% year on year.”

Mohammed Al Zaabi
CEO, YAS Island
Increase in absolute visitation
Transform awards
Increase in hotel occupancy