Miral unveils new brand identity, $3.5bn project portfolio
ABU DHABI, October 26, 2022
Miral, Abu Dhabi's leading creator of immersive destinations and experiences, today (October 26) unveiled its new visual identity and first brand campaign, signifying a new chapter of growth.
It also announced its portfolio of projects under construction worth over AED13 billion ($3.5 billion) on Yas Island and across the emirate, with three new projects coming soon.
The new visual identity was revealed at an internal event, which included a unique metaverse activation mimicking the new campaign, the reveal of the new visual identity and new subsidiaries' hierarchy, as well as the values of being progressive, committed and joyful.
Miral pointed out that its new logo is inspired by the theme of connecting and enriching. It connects partners and employees under a common ideology and purpose - to link people at the moment to an experience or destination.
Through these connections that it makes happen every day, it leaves people with a sense of pride, place and belonging, and memories that last them a lifetime, stated the Abu Dhabi company.
The three lines of its logo represent Miral's three pillars: people, the importance of the commitment and passion of its employees to bring to life its ideas and how the firm is dedicated to their development; community, how its experiences and destinations positively impact the communities and cultures it serves; and environment, reflecting how the company considers the environmental impact of its destinations and experiences and balances growth with a sustainable future.
The brand elements are representative of zeros and ones, reflecting Miral's commitment to becoming a data-driven organisation, using the most advanced technology to allow for an in-depth understanding of guests to create more personalised and memorable experiences for them.
Miral also announced its three subsidiary names falling under the unified brand: Miral Destinations (previously Experience Hub), Miral Experiences (previously Farah Experiences) and Yas Asset Management.
Chairman Mohamed Khalifa Al Mubarak said: "Miral delivers sustainable, long-term value, that contributes to the positioning of Abu Dhabi as a global tourism hub. "
"The new decade is set to be marked with accomplishments of great magnitude that reflect a renewed promise through integrated destinations, underscored by a relentless commitment to evolving the capital's tourism ecosystem and growth," he added.-TradeArabia News Service