A residential masterplan shaped around a quieter way of living. Fay creates a balanced environment rooted in Abu Dhabi’s natural rhythms, offering calm, connection and a more grounded approach to community living.
As Design Director, I supported the strategic narrative and naming, then led the creative development of the brand identity. The visual system was designed to express serenity and the principles of wadi living within a contemporary residential context.
The identity is anchored in the idea of the wadi, where all life gathers. Conceived not as a single place but as an ecosystem, Fay brings together a series of villages and shared social spaces that meet around a central point. The logo draws from the meandering form of the wadi and the masterplan itself.
Organic forms inspired by weaving and gathering, combined with muted tones, create a brand language that feels calm, human and deeply connected to place, echoing the experience of life unfolding in dappled shade beneath the trees.
As Design Director, I supported the strategic narrative and naming, then led the creative development of the brand identity. The visual system was designed to express serenity and the principles of wadi living within a contemporary residential context.
The identity is anchored in the idea of the wadi, where all life gathers. Conceived not as a single place but as an ecosystem, Fay brings together a series of villages and shared social spaces that meet around a central point. The logo draws from the meandering form of the wadi and the masterplan itself.
Organic forms inspired by weaving and gathering, combined with muted tones, create a brand language that feels calm, human and deeply connected to place, echoing the experience of life unfolding in dappled shade beneath the trees.
Agency — BOND
Client — Taraf Holding x Masdar
Role — Design Director
Scope — Brand Identity
Year — 2025