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Hayyan, live where you feel alive

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.

Client:
Alef Group

Challenge:
Alef Group required a brand strategy, brand story, brand identity, and tagline to develop an appealing brand for their uniquely crafted natural villa community, Hayyan.

Results:
A new brand strategy, brand archetype, brand story, tagline and new brand identity presenting Hayyan in the possible way to attract their target audience to move to Hayyan.

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Project scope

Creating a special place to call home

To establish a brand that encapsulates a feeling of home and tenderness, Hayyan required a brand strategy, brand story, brand positioning, brand naming , brand tagline brand identity and brand new website.

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.

 

Project Scope

Emotional connection with future residents

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”. 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.

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From strategy to design

Designing a sense of place

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.

How we helped Hayyan create an attractive sense of place from conceptualisation to design

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Brand and Market Research

Business assessment
Market Analyis
Target audience research
Competitor Analysis
Brand opportunities

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Brand Strategy & Story

Brand strategy
Brand naming excercise
Brand positioning
Brand story & Tagline
Central message

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Concept & Design

Concept development
Brand identity design
Brand guidelines
Collateral design
Communication tools design

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