Creating Connections:
Branding the Amara Lounge at Jumeirah Living Residences
NAMING EXERCISE
LOGO IDENTITY DESIGN
VISUAL LANGUAGE DEVELOPMENT
OPERATIONAL COLLATERALS
MARKETING COMMUNICATIONS
Trivium partnered with Jumeirah Living Residences to create a cohesive and versatile identity for Amara Lounge, a resident-centric space in Dubai Marina. The branding process began with a naming exercise to establish a distinctive identity, followed by the design of a refined logo and visual language.
The branding elements were seamlessly adapted across operational collaterals and marketing communications, ensuring consistency and a strong brand presence. Amara Lounge’s branding reflects its versatile offerings, from breakfast meetings to alfresco dining, creating a space for residents to make their own.
The result is a thoughtfully crafted brand that aligns with the elegance of Jumeirah Living Residences, enhancing the lounge’s appeal as a modern, functional, and welcoming space.
Design Strategy
The design strategy for Amara Lounge focused on creating a versatile and approachable identity that resonated with the Jumeirah Living Residences' refined elegance. Starting with a distinctive naming process, the branding embraced clean, modern aesthetics paired with subtle luxury. Every element, from logo design to marketing communications, was carefully crafted to highlight Amara Lounge as a resident-focused space for both business and leisure, ensuring seamless integration into the Jumeirah brand ethos.
