Hayyan is the newly launched natural villa community in Sharjah by Alef Group. It extends over an area of 8.7 million square feet and is distinguished by having the Emirate’s largest swimmable lagoon and the largest community park in the Emirate of Sharjah.
Hayyan conveys an inclusiveness that reflects Sharjah’s culture and heritage while creating a connection between its residents and nature. Alef group partnered with Skyne to develop the Hayyan brand, starting with strategy, through to brand identity and guidelines.
Skyne was chosen to conduct brand and market research alongside developing a name, a brand identity, brand strategy and story and tagline to present Hayyan in the best possible way to attract their target audience to the calm and tranquil location for living.
Based on the research and insights from the stakeholders, we created the brand strategy, including naming, to help Hayyan make an emotional connection with the future residents, driven by the mission and vision of “being an authentic and vibrant community, where residents experience a truly joyful feeling immersed in a comfortable and natural setting; a special place to call home for years."
Naming and tone for the brand
By setting the brand values and tone of voice along with the brand archetype, we made a compelling brand which resonates with its target audience. This also guided us to develop the most appealing and vibrant names for the clusters within the Hayyan residential community, which offers an authentic living experience where the residents connect with nature in a tranquil habitat in Sharjah. The strategy successfully sets the essence and tone for everyone who interacts with the Hayyan brand.
Hayyan is a place of calm sophistication designed to be at one with nature. Our creative concept reflects a sense of place through contemporary Arabic elegance and modern design.
The balance found in nature underpins the visual identity. The logo features a minimal, refined typographic wordmark where hand-crafted letters are carefully arranged to provide balance and harmony. The subtle color palette is inspired by the horticulture and textures found in the local area and together with the visual language elements the identity projects a delightful residential habitat.
Skyne created the marketing and communication collaterals alongside the brand guidelines, all of which reflect the essence and personality of Hayyan.