Mleiha
Turning Mleiha into an irresistible tourist destination
Mleiha is one of the UAE’s most significant archaeological sites, located in the Central Region of Sharjah. Despite its historic importance, the site was virtually unknown. Shurooq (Sharjah Investment and Development Authority) partnered with Skyne to create a brand that would capture attention and bring Mleiha to life for both tourists and residents.
The Shift
Mleiha held immense archaeological value, but lacked recognition and appeal to visitors. Shurooq needed a brand strategy and identity that would make the site relevant, accessible, and exciting, transforming it into a leading destination.
The Breakthrough
Skyne developed a full brand strategy, identity, and visitor experience concept rooted in the idea of continuous discovery. The result: Mleiha rose to become the top-rated attraction in Sharjah on TripAdvisor, with a 5.0 customer rating and steadily increasing visitor numbers.
An experience still unfolding
A strong guiding principle, “Discover something new every time”, was based on the fact that 80% of Mleiha’s archaeological finds are still buried. This concept became the foundation for all storytelling, design, and activation efforts, creating anticipation and repeat visits.
The real voyage of discovery consists not in seeking new landscapes, but in having new eyes.
Branding design that sparks curiosity
The visual identity was built around the idea of partially hidden elements, encouraging exploration and intrigue. From the logo to wayfinding and signage, the design system reflects the unfolding story of Mleiha and invites visitors to become part of it.
The visual identity was built around the idea of partially hidden elements, encouraging exploration and intrigue. From the logo to wayfinding and signage, the design system reflects the unfolding story of Mleiha and invites visitors to become part of it.
Visuals that evolve with the site
The brand’s visual language mirrors the layered nature of archaeology. Strategic use of imagery, textures, and layout choices builds a sense of continuity and discovery, making the brand flexible as the site continues to reveal new findings.
Ahmed Alqaseer
CEO Shurooq
Skyne was most definitely a good choice for us at Shurooq, to help establish our new brand and achieve quality positioning.
Roel Vos
Partner Skyne
When we started with Mleiha, we started with essentially a desert, which was then transformed from nothing to one of the top destinations in the U.A.E. We are honoured to be able to realise such a fruitful and tangible change.