Souk Al Jubail, a creative journey into urban living
At the heart of Jubail Island lies Souk Al Jubail, a cosmopolitan hub that harmoniously blends urban living with the beauty of nature. As part of the campaign launch, we were tasked to craft a launch strategy that would capture the essence of the destination.
A cosmopolitan hub that harmoniously blends urban living with the beauty of nature.
From concept ideation to execution, our pivotal role was in capturing the spirit of the community that is Souk Al Jubail.
To understand what it truly means to live at this intimate community center, we began by conducting in-depth discovery workshops that helped us uncover the unique selling points, values, and aspirations of the community. To bring the Souk Al Jubail experience to life, we then identified key personas that represented the diverse community of residents and visitors. By understanding their needs, behaviors, and aspirations, we were able to tailor our communication strategy to effectively engage with each segment of the audience.
Drawing on the insights from the discovery phase, we developed a comprehensive brand architecture system that reflected the essence of the verticals under Souk Al Jubail, from the different sub-brands to owned and external third party experiences in the community.
To kickoff the launch, our collaboration extended beyond strategy to cover creative direction and content creation for social.
