Art Direction | Design | Creative Strategy
Naseem Al Jurf //
Client: IMKAN // agency: VML
Naseem Al Jurf
A place of heritage. A life of distinction.
With Naseem Al Jurf, we brought both together under one name.
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We started by shaping the brand from the ground up- literally. From naming and logo to film, print, and digital, every element was designed to reflect the legacy of Al Jurf while offering a rare, refined take on modern waterfront living.
Teal became our signature; pulled from the canal that winds through the land, but bold enough to set Naseem apart from every other coastal development.
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The logo, inspired by the organic flow of the canal and the gentle symbolism of a breeze, carries the soul of the brand in a single mark. Paired with a distinctive brand pattern, it creates instant recall and a visual language that’s both elegant and deeply rooted- woven seamlessly across every touchpoint.
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With a tone that’s simple, classic, and quietly powerful, the brand was built to be more than just seen; it was built to be felt. From narration to artwork to palette, every element invites you to experience the story, not just be told it.
