Meraas has revealed a new brand system that aims to reflect a modern look while linking its diverse portfolio across real estate, healthcare, F&B, retail, hospitality and entertainment. It’s also reflective of the company’s drive to play an active role in achieving the Dubai Plan 2021, which aims to enhance the emirate’s reputation as a global destination.

Abdulla Al Habbai, Group Chairman of Meraas, says in a press statement: “In line with the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President, Prime Minister and Ruler of Dubai, to entrench happiness and positivity as a way of life, and adopt innovation as an institutional approach and part of the community culture, Meraas is committed to contributing to making the emirate a better place to live, work, and visit. The evolution of our brand will clearly articulate our vision of designing and connecting diverse places for an active urban life. By focusing on what matters most to people we are reimagining our city to develop new possibilities that will shape the life of generations to come.

The company is also building ‘Dubai Arena’, a new state-of-the-art multi-purpose arena that will enhance Dubai’s leisure and entertainment offering aiming to become the go to venue for large-scale international music concerts, sporting events, such as hockey and the NBA, as well as other entertainment events.

The new brand will serve to highlight Meraas’ focus on areas that will have an important impact on how people experience the city through three key pillars that represent the company’s core values: participation, diversity and creativity.

The new brand look is only the first part of the roll out of the brand strategy that will happen during the course of this year.