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OSUS EYE – DESTINATION BRAND

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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.

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CONTEXT & BACKGROUND

Strategic Alignment with National Vision

OSUS Eye needed to authentically align with Saudi Arabia's Vision 2030 and Green Riyadh initiative without appearing opportunistic. The challenge was positioning the development as a genuine contributor to national transformation while differentiating it from numerous other projects claiming similar alignment.

Prime Location & Connectivity

While situated in the heart of 'New Riyadh' with exceptional connectivity, the challenge was communicating the location's future potential to audiences unfamiliar with the area's transformation. We needed to establish this evolving district as a strategic advantage before it became widely recognised.

Market Opportunity & OSUS Legacy

The challenge was evolving OSUS's established 18-year reputation while meeting rising demand for integrated, sustainable communities. We had to create a sophisticated brand that honored their proven track record yet positioned OSUS Eye as a bold departure—balancing credibility with innovation.

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.

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AWARDED BRAND ARCHITECTURE

BRAND ARCHITECTURE

RUYA was honored with the Best Brand Architecture Solution award at Transform MEA 2016. We employed a Hybrid brand strategy, blending monopolistic, branded, and endorsed approaches while aligning with architectural directions determined by strategic insights. Our innovative and cohesive brand solution positioned Al Habtoor City as a master brand, ensuring that names and symbols were imbued with the energy necessary to reinforce the brand's identity.

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.

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.

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 & BRAND GUIDELINES

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Print, Collateral & Digital

Wayfinding & Signages

Wayfinding & Signages

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HOTEL COLLECTION

AHC HOTEL COLLECTION

The ‘Hospitality Collection,’ highlighted in a rich blue hue with a regal garden motif, epitomized the destination concept. St. Regis, Westin, and the W Hotel underwent brand endorsement within the Hotel Collection, enhancing coherence and distinctiveness across offerings.

Sub-brand primary elements and brand applications

RESIDENCES COLLECTION

AHC RESIDENCE COLLECTION

The ‘Residence Collection’ drew inspiration for its name and design from the owner's daughters, reflecting bonding and personal pride. The Meera Tower embodied luxury with a diamond pattern in purple, the Aamna Tower exuded peace with a blue dotted pattern, and the Noura Tower symbolized care with a Bordeaux star pattern.

Sub-brand architecture 'The Residences' and brand applications

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.

Luxury Real Estate
Piramal Mahalaxmi
Corporate
Osus
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