Al Forsan is a sports and leisure destination in the UAE, transformed through a complete rebrand and launch campaign. Once seen as exclusive, the brand was repositioned as an energy hub for all.
Built on the idea of movement, the brand goes beyond sport to celebrate connection and fun. “Feel the Pulse of Life” became its rallying cry, marking the start of a bold new era for the destination. The result is a brand that is full of energy and motion, with the Al Forsan pulse at the heart of all its visual system.
The project was a complete rebrand encompassing strategy, identity, campaign development, and full production across film and photography. My role involved collaborating closely with the team on naming, architecture, and strategy before leading the creative development of the brand identity as Design Director, shaping the launch campaign and its rollout.
Built on the idea of movement, the brand goes beyond sport to celebrate connection and fun. “Feel the Pulse of Life” became its rallying cry, marking the start of a bold new era for the destination. The result is a brand that is full of energy and motion, with the Al Forsan pulse at the heart of all its visual system.
The project was a complete rebrand encompassing strategy, identity, campaign development, and full production across film and photography. My role involved collaborating closely with the team on naming, architecture, and strategy before leading the creative development of the brand identity as Design Director, shaping the launch campaign and its rollout.
Agency — BOND
Client — Al Forsan
Scope — Brand Identity, Photography and Film, Launch Campaign, Implementation and Roll-out
Role — Design Director
Year — 2024 - 2025