Bab Al Shams Desert Resort & Spa, located in Dubai, has long been regarded as the pinnacle of a desert escape. Nestled within rolling dunes, the resort is a low-rise sanctuary appointed with luxuries that while modern, draw inspiration from centuries of Arabian heritage.

We worked closely with the resort team to gain key insights into the brand, helping us identify its enduring brand essence which would then lead to the creation of a strategic positioning platform built on the resort’s core values. As part of our work with Bab Al Shams Desert Resort & Spa, we also audited the brand’s existing assets, in order to refresh their visual and verbal language without losing the sentiment of its Arabian roots.