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OSUS EYE – DESTINATION BRAND
Heading
Client: OSUS Real Estate
Year: 2024-2025
Industry: RealEstate / Mixed-Use Development
Location: Riyadh, Saudi Arabia
Status
Complete
What we did
Lifecycle Marketing Strategy
PlaceVisioning
Product Conceptualisation
Brand Positioning & Verbal Identity
360 Brand Ecosystem & Implementation
Digital & Communication Ecosystem & Kit
Sub-Component Launch Campaign Development
In a strategic collaboration, RUYA partnered with OSUS Real Estate to create the destination brand for OSUS Eye—a transformative mixed-use development in Riyadh. Together, we set out to position the project as a landmark destination, integrating luxury living and community in a future-forward urban context. Beyond a real estate development, OSUS Eye is conceived as a self-contained ecosystem, blending wellness-focused living with premium amenities to redefine the urban lifestyle experience. Our approach aligned with OSUS’s expertise and long-term vision: crafting a comprehensive brand identity that positions OSUS Eye as a catalyst for economic growth, innovation, and Riyadh’s emergence as a global metropolitan hub.
CONTEXT & BACKGROUND
Strategic Alignment with National Vision
Prime Location & Connectivity
Market Opportunity & OSUS Legacy
BRAND STRATEGY & POSITIONING
Brand Main Concept
The Centre of Everything
Core Positioning Strategy: Our approach was to strategically map OSUS's corporate values into the destination positioning through ‘the Centre of Everything’ as the defining brand concept. This strategy leveraged OSUS's established reputation, quality excellence, innovative solutions, sustainability commitment, collaborative development approach, and community impact to create a comprehensive brand platform for OSUS Eye.
Differentiated Development Assets: The brand leveraged four key differentiators to establish OSUS Eye's unique market position: Prime Location was positioned as the gateway to New Riyadh; World-Class Components were integrated into comprehensive lifestyle messaging; Sustainable Sanctuary became the foundation for environmental and wellness positioning; and Iconic Design & Innovation was showcased through dynamic visual identity that distinguished OSUS Eye as a pioneer of transformative urban development.
Project concepts & keyphrases
Project concepts & keyphrases
brand development & ecosystem
Dynamic Identity System
We developed a dynamic visual identity centred on the "O" of OSUS—transforming it into a living symbol of continuity, connection, and transformation. Our team created a flexible system that adapts across platforms and contexts, expressing a brand in constant motion that's always evolving and future-facing.
Wayfinding & Signages
Wayfinding & Signages
Nomenclature Strategy
We developed a systematic brand architecture following the pattern "The [Component] at OSUS Eye"—establishing OSUS Eye as the master brand while clearly defining each element's function. This approach creates a cohesive family of sub-brands, including "The Residences at OSUS Eye," "The Offices at OSUS Eye," and "The Hotels at OSUS Eye." The consistent nomenclature ensures immediate recognition and communicates the comprehensive nature of the development as a complete urban ecosystem.

Brand Symbol Design
The dynamic brand symbol features six interconnected circles, each representing a key component within the master-planned development, transforming the "O" from OSUS into a living mark. The ever-changing colours represent the endless offerings and vibrant essence of the development, adapting to seasons, communications, and the specific essence of each message. This modular design maintains visual cohesion while allowing each circle to represent different aspects—residences, offices, hotels, retail, wellness, and community spaces.

Typography System
Our typography strategy strikes a balance between sophistication and accessibility, featuring clean, modern letterforms with subtle architectural influences that reflect the development's design philosophy. The typographic hierarchy supports multilingual requirements, ensuring seamless integration of Arabic and Latin scripts while maintaining visual consistency. The font selection reinforces the brand's forward-thinking nature while maintaining high legibility across all digital and print applications.

Iconography Language
We created a comprehensive iconographic system featuring clean, geometric forms with subtle gradients that echo the brand symbol's dynamic colour palette. Each icon maintains the premium feel while being instantly recognisable across all development components—from residential amenities to commercial services. This systematic approach reinforces brand recognition while providing practical navigation tools, ensuring consistent visual communication across wayfinding, digital platforms, and marketing materials.

Revolutionary Brand Dynamism
We developed a flexible, dynamic logo system—bringing the “O” to life as an ever-evolving mark of progress and innovation. This system expresses the brand’s motion and momentum, ensuring a cohesive yet adaptable visual presence across touchpoints.
Comprehensive Brand Rollout
From destination branding and visual identity to digital platforms and integrated campaigns, the brand was meticulously applied across the project’s lifecycle, balancing consistency with adaptability to support evolving project phases.
STATIONARY PACKAGE DECK & BRAND GUIDELINES
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Print, Collateral & Digital
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3D VISUALIZATION & CGI
THE RESULTS
The strategic brand positioning and comprehensive destination branding successfully established OSUS Eye's market presence, with the development's stand drawing significant attention at Cityscape Global 2024, attracting high visitor volumes and strong interest from investors, developers, and key industry stakeholders. The cohesive brand strategy and visual identity system contributed to the project's recognition when OSUS Eye won the "Best Mixed-Use Project of the Year Award" at the Construction Innovation Awards KSA 2025, validating the development's position as a transformative landmark in Riyadh's urban development landscape.



