Asalah.

The islands of intent

Asalah
Al Nahyan Family

Strategy
Audience Studies
Creative Workshops
Market Analysis

Brand
AI Imagery
Art Direction
Campaign Assets
Copywriting
Digital Design
Guidelines
Positioning
Visual Identity

Asalah, a visionary archipelago nestled within a breathtaking coral reef off the coast of Abu Dhabi. Comprising three interconnected islands, aims to attract the world’s most innovative minds and businesses. Governed by a community-driven framework, designed to eliminate bureaucracy and foster impactful change, with the potential to drive positive global transformation.

The name Asalah, meaning ‘the act of creating something new or unique’ in Arabic, embodies the spirit of innovation and the power to bring forth previously unrealised ideas. This philosophy shapes Asalah’s identity and brand, drawing inspiration from the reef’s natural beauty and the interwoven connections among the islands and their residents. Every aspect of Asalah — from its architectural design to the unique experiences offered across the islands — reflects this vision.