Case Study
The Emirate of Sharjah
Destination Rebrand
The city branding for Sharjah, an emirate renowned for its rich cultural heritage, educational excellence, and commitment to innovation.
The main challenge was overcoming the outdated perception of Sharjah as overly strict, traditional, and ultra-conservative. This image, held by expats, residents, and tourists alike, didn’t reflect the emirate’s dynamic progress and rich cultural scene. While these traits aren’t inherently negative, they posed a significant barrier to Sharjah’s tourism growth.
01
Reshaping an outdated perception
02
Rooted in heritage, open to the future
03
A bilingual Arabic and English identity
04
Geometric patterns with a contemporary palette
Heritage, open to the future
The solution was to create a welcoming brand identity that honors Sharjah’s rich cultural legacy while celebrating its people’s journey toward modernity. This balanced approach helped bridge tradition and progress, presenting the emirate as both rooted in heritage and open to the future. The identity aimed to reshape perceptions and invite deeper engagement from both locals and visitors.
01
Inviting people in
Posters like Shop in the Blue Souk and Immerse in Islamic Arts speak with warmth, inviting visitors to experience the emirate's culture first-hand.
02
Patterns across the city
Geometric patterns in red and blue bring colour to the streets, presenting a Sharjah that feels vibrant and approachable.
03
Part of everyday life
Transit shelter advertising carries the identity into residents' daily routines, designed to shift perceptions from the inside out.
04
A brand people carry
Tote bags pair the bilingual logo with the geometric pattern, turning the identity into something visitors take home.
A more welcoming Sharjah
The identity gives Sharjah a warmer, more open voice while keeping its cultural heritage at the centre. A bilingual logo in Arabic and English, a family of geometric patterns and a bright, confident palette carry across posters, street banners, transit shelters, merchandise and digital touchpoints, presenting the emirate as a place rooted in tradition and open to the future.
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