Having been successful in a 6 way pitch against, Saatchi & Saatchi, JWT, Interbrand, Wolff Olins and 7th Art, Ripe were appointed to create the brand strategy for the $1Bn Yas Hotel built over the F1 race track on the Yas Marina Island development in Abu Dhabi.

The project delivered all aspects of the brand's identity and roll out over some 500+ collateral pieces including all written communication, web and interactive media, way finding, environmental, advertising and promotional media.

Delivering a landmark brand for the Capital of the UAE


Perfection printed.

From the hotel brochure to staff hand books, media adverts to note pads. The brand was printed to perfection.


Food & Beverage

The Yas brand was shared with each of the F&B outlets. Each given its own identity within the Yas brand spirit.


Every touchpoint.

The unique typeface created exclusively for the Yas brand ensured all elements were instantly identifiable.


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