Creating a comprehensive brand identity for our upcoming Yacht club that will be located in P&O Marinas, Mina Rashid Marina, Dubai.

Project background: P&O Marinas is redeveloping the commercial Port Rashid into a leisure and touristic yachting hub, Mina Rashid Marina (MRM), with a special focus on superyachts. Within this development P&O Marinas is planning to create a Yacht Club and integrated Watersport/Sailing Club, which will play a key-role in the ‘life’ of the marina, differentiating MRM from a ‘parking area’ to a ‘dynamic and alive’ environment, strongly related to nautical, sailing/watersport activities and luxury hospitality/concierge services. The Yacht Club will become the heart and the identity of the marina and the entire development, the focal point assembling the core elements of a Yacht Club's ambience – brand, style, quality services and networking, gathering multidirectional synergies and networks instrumental to generate b2b and b2c opportunities in the marina. A marina and a yachting destination become appealing and successful when they can be recognised for the local and national nautical and social events that they host. The Yacht Club, with its events, activities and network, becomes instrumental to promote the yachting destination an international level, and to position the marina in the global nautical framework. Marinas, Yacht Club and integrated Sailing/Seasport Centers should be a unique system to create synergy, joint events and coordinated action plans geared to the specific target, the general audience and potential partners.