AL KHAIL SQUARE ABU DHABI
REIMAGINING WHAT TODAY'S LUXURY EQUESTRIAN LIFESTYLE LOOKS LIKE.

Working on another direct engagement under the auspices of The President of The UAE, H. H. Sheikh Mohamed bin Zayed Al Nahyan and continuing on with our work with the Abu Dhabi Equestrian Club (ADEC), Creative Dialog was tasked with developing the visual identity for the newly formed Al Khail Square.

Al Khail Square builds on the legacy of the Abu Dhabi Equestrian Club which has evolved from a racing based equine sanctuary into a premier venue for equestrian excellence and exclusive events, where hospitality, horse ownership, stabling, and equine lifestyle all come together in one supreme destination.

This completely re-imagined destination incorporates bespoke F&B options and restaurants, the all new invitation only Jockey Club as well as wellness facilities that are complimented by luxury retail and hospitality amenities such as glamping that are resort focused making it one of the finest equine led destinations in the world.

In design terms, our visual approach to this unique identity campaign drew inspiration from the destination’s architectural vernacular, where the strong use of building arches can be seen across the site. These arches form the basis for the main identity and the primary graphic device which permeates the structure of the graphic language across multiple uses framing content in a variety of ways.

The other aspect of our design and strategic output was to explore ways to broaden the appeal of the destination offer with the intention of tapping into a much wider audience than the traditional equine and horse racing fan base. To do this we adopted a deliberately unusual color palette for this type of destination in the Middle East that mixes pastel tones with our bold graphic language in a highly original and quirky way. The outcome results in a playful identity and graphic system that is future forward yet underscored by nostalgia, culture and storytelling.