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    IN ARABIC سكاين

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    Al Rafisah Dam

    The reintroduction of a popular local attraction

    Al Rafisah Dam is a natural destination nestled in the Hajjar mountains near Khorfakkan on Sharjah’s eastern coast. Rich in wildlife, history, and outdoor activities, it was identified by the Sharjah Government as a key site to revive and attract both local and international eco-tourism.

    Initial logo sketches for the Al Rafisah Dam destination brand, a project by Skyne, a branding agency in Riyadh, demonstrating the creative process behind the award-winning visual identity.

    The Shift

    Sharjah Commerce and Tourism needed a compelling destination brand to support development plans for the area. The goal: transform a raw natural site into a recognisable, attractive destination brand without compromising its authenticity.

    The final Al Rafisah Dam logo, designed by Skyne, a creative agency in Jeddah, featuring a textured, handcrafted style that reflects the rugged beauty of the Hajjar mountains and the natural landscape.

    The Breakthrough

    Skyne crafted a new strategic positioning and visual identity that stayed true to Al Rafisah Dam’s rugged beauty. The result: a brand that celebrates emotive discovery and natural adventure, launched by the Sharjah Government and awarded Best Place or Nation Brand.

    A collage of outdoor advertising for Al Rafisah Dam, showcasing the new brand identity created by Skyne. The banners invite visitors to "Walk it," "Explore it," and "Experience it.
    01

    Building on nature’s strengths

    Our insights phase focused on identifying and amplifying the inherent assets of the location: rare wildlife, archaeological richness, and a growing interest in nature-based tourism. We translated these into a brand DNA that resonates with explorers and eco-conscious travellers.

    A branded Jeep with the Al Rafisah Dam logo on the spare tire cover, ready for an off-road adventure. This image, part of a campaign by Skyne, highlights the destination's appeal for explorers and outdoor enthusiasts.
    Instagram posts displayed on three smartphones showcasing the Al Rafisah Dam campaign, designed by Skyne branding agency
    A branded t-shirt for Al Rafisah Dam, featuring the logo and a design inspired by the Hajjar mountains. This merchandise, a result of Skyne's branding work, helps promote the destination's identity.
    A branded water bottle for Al Rafisah Dam, featuring the logo and a design that evokes the natural landscape. This promotional item, created by Skyne, is part of the destination's branding and marketing efforts.

    In every walk with nature, one receives far more than he seeks.

    Rooted in place, ready to welcome

    The identity draws directly from the Hajjar mountains and surrounding habitat. The logo and visual system were designed to reflect the texture and tone of the land itself, giving people a sense of place and possibility the moment they see it.

    Two people hiking in the mountains near Al Rafisah Dam, representing the adventure and exploration opportunities at the destination. This image is used in the branding materials developed by Skyne to attract eco-conscious travelers.
    Colorful banners with Arabic calligraphy and the Al Rafisah Dam logo, set against the backdrop of the Hajjar mountains. These banners, designed by Skyne, were part of the official brand launch event.
    Visitors at the Al Rafisah Dam brand launch event, interacting with a large, orange photo frame featuring the destination's logo and branding elements. This image captures the successful brand activation by Skyne.

    The identity draws directly from the Hajjar mountains and surrounding habitat. The logo and visual system were designed to reflect the texture and tone of the land itself, giving people a sense of place and possibility the moment they see it.

    A stunning panoramic view of Al Rafisah Dam, with the new logo and branding elements overlaid. This image, created by Skyne, serves as a powerful visual for the destination's marketing and promotional materials.

    Bringing te brand to life

    The new brand was launched at Al Rafisah Dam during an official event hosted by the Sharjah Government. The activation connected people emotionally to the site, turning the brand into a tangible part of Sharjah’s tourism vision.

    Visuals that speak the landscape

    The colour palette reflects native tones, the typography feels grounded yet modern, and the imagery captures raw, untouched experiences. Every element works together to frame Al Rafisah Dam as an invitation to explore, where discovery is natural.

    testimonials
    Elderly man with gray hair and beard focused on sketching or writing at a desk, wearing a light-colored buttoned shirt in a softly lit indoor setting

    Paul Docherty

    Creative Director of Skyne

    We were really deliberate with the process to capture Al Rafisah’s ruggedness. The identity had to feel authentic, textured and handmade, to capture the true essence of what it was like to experience Al Rafisah Dam

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