One&Only Resorts
Reaffirming Dubai’s most iconic resorts with timeless, chic positioning.
Background
Dubai’s hospitality scene is booming, with countless hotels and resorts competing for attention. One&Only, present since the beginning with Royal Mirage as Dubai’s first resort and The Palm as the original jewel of Palm Island, needed to reaffirm its A-lister status amid the surge of new openings.
How we got there
We immersed ourselves in Dubai’s luxury landscape, creating two distinct yet cohesive positionings within One&Only’s global brand. Royal Mirage was positioned as a legendary, timeless trendsetter for multigenerational families, while The Palm became Dubai’s iconic boutique destination for chic living. Both reinforced One&Only’s iconic status.
From here, we developed TOV guidelines, image guidelines, content frameworks, partnership strategies, brand and web copy, web design, brochures, social strategy, campaign creative, and brand films.
A digital refresh
We redesigned the resort websites, bringing the new positionings to life through improved UX and an elevated look and feel that reflected the brand’s luxury and exclusivity.
Social and film
We executed our strategies through micro-films and social stories, using these formats to highlight the exceptional, one-off experiences offered by One&Only.
Presentation and print
We developed consumer-facing brochures and trade decks, ensuring the resort offerings were presented with the sophistication and allure they deserved.
Tone of voice
Sitting beneath the global tone of voice guidelines, we crafted creative, individual extensions for both One&Only Royal Mirage and One&Only The Palm.
