Home

AMAALA Receives Prestigious Accolades for Innovative Branding at Transform Awards 2021

AMAALA scoops five top awards for its innovative brand strategy and development, designed by industry-leading creative partner Landor & Fitch

Riyadh, Saudi Arabia – 22 June 2021: AMAALA received top honors at the Transform Awards 2021, a global initiative that celebrates innovative, creative and successful brand work from across in the Middle East and Africa. During a distinguished ceremony hosted on 25 May at the V Hotel in Al Habtoor City, Dubai, AMAALA and its creative partner Landor & Fitch enjoyed a hugely successful night, winning the prestigious ‘Grand Prix’ prize, four gold awards, as well as one commendation in recognition of its exemplary work in innovative brand strategy and development.

The coveted ‘Grand Prix’ award celebrated AMAALA’s overall excellence in rebranding – from identity to visual aspects, and creative strategy, setting a new benchmark for the transformative power of rebranding and brand development.

AMAALA also won Gold awards for ‘Best Place or Nation Brand’, ‘Best Creative Strategy’, ‘Best Visual Identity from the Lifestyle and Wellbeing Sector’, as well as ‘Best Visual Identity from the Sports, Travel, Leisure and Tourism Sector’. In addition, the destination was highly commended in the category of ‘Best Brand Development Project to Reflect Changed Mission, Values or Positioning’, in celebration of the destination’s exemplary positioning to reflect a new approach to its business.

Commenting on the award wins, John Pagano, CEO of AMAALA, said: “At AMAALA, our vision is to create a sustainable, purpose- and meaning-driven destination, and we are honored to see the brand recognized for setting new standards in sustainable luxury branding. These prestigious awards are testament to AMAALA’s commitment to identify and adopt ground-breaking strategies as we set out to boldly capture the essence of Saudi Arabia’s Vision 2030. The wins not only prove AMAALA’s success in pushing the boundaries of innovation, but also the success of pioneering, break-through and strategic thinking by our creative partners Lander & Fitch to shape a remarkable brand identity.”

AMAALA’s brand identity was developed in partnership with Landor & Fitch, who helped bring to life a vision for the first "sustainable-native" luxury brand that is a force for good. The resulting visual identity features a harmony between sustainability, personalization and authenticity, inspired by the beauty of the Red Sea. Using the ocean’s labyrinthic pattern found across coral, fish and algae as the crux of the design, combined with the eye, the AMAALA brand identity took shape as an iconic “Eye-D” logo identity. The versatility of the brand design means the possibilities for AMAALA are truly endless.

Work on AMAALA continues at pace, with more than 180 contracts awarded worth 3 billion SAR and the project set to award a multi-billion-riyal Public-Private Partnership (PPP) contract for the destination’s utilities before the end of the year. With the master plans for the destination complete, key contractors have been mobilized with more than 1200 employees on-site and construction is well underway on major sites including the airport and marina. Construction on the first phase of the worker village is also close to completion.

– ENDS –

ABOUT AMAALA

Designed to evolve and elevate the very best in travel, AMAALA, located along Saudi Arabia’s north western coast, is an ultra-luxury destination that focuses on transformative personal journeys inspired by wellness, arts, culture, and the purity of the Red Sea.

A Public Investment Fund company and a key contributor to Vision 2030, AMAALA will establish new standards in luxury and sustainability, catering to the world’s ultra-high net worth individuals. It is set in the Prince Mohammad bin Salman Natural Reserve across three unique communities. The 4,155 square kilometer (1,604 square mile) year-round destination will include 2,800 hotel keys and more than 900 private residential villas, apartments, and estate homes, alongside 200 high-end retail establishments, fine dining, wellness and recreational facilities.

AMAALA’s trio of communities – Triple Bay, The Coastal Development and The Island – will represent three different sets of experiences for visitors.

  • Triple Bay will offer a fully holistic wellness retreat, state-of-the-art diagnostic medical facilities and authentic treatments designed to incorporate elements from the local environment. Triple Bay will also be home to a fully integrated sports and entertainment community.
  • The Coastal Development is set to become the defining hub of contemporary art in the Middle East, playing host to a dynamic program of exciting events from the global arts and cultural calendar.
  • The Island will be the tranquil home of an exclusive art community, set amid an Arabian botanical garden complemented by a collection of sculptural pieces.


The unique heritage and unspoiled landscape of AMAALA will allow travelers to immerse themselves in the finest wellness, art, culture, sports, and fitness offerings. With close proximity to major destinations in the region, including Riyadh, Dubai, and Istanbul, AMAALA will become the heart of the Riviera of the Middle East.