Oman Ministry of Heritage & Tourism (MOT) is in charge of the promotion of The Sultanate of Oman via their brand Experience Oman.

The brief

Experience Oman’s 2040 vision is to enable Oman to become a highly desirable destination, attracting millions of international tourists looking for culture, adventure, luxury and natural beauty, as well as world-class MICE venues. Experience Oman needed a refreshed visual identity and new brand guidelines that reflected its key values of being real, curious and welcoming: a place of authentic natural beauty where everyone can feel at home. The new identity had to modernise the brand while still retaining its warm, charming personality and tone of voice. The style guidelines needed to be applicable for online and offline application, as well as cater for multiple languages such as English, Arabic and Russian – in itself, quite a challenge due to their distinct alphabets.

Style Guide / Art Direction / Content Strategy / Content Guidelines / Creative Direction

Our approach

After reviewing the overarching strategy, understand the original branding guide and undertaking an in-depth study into the needs of local and global stakeholders, we elected to stay true to Oman’s values and authenticity, but inject an unexpected twist. Drawing inspiration from our new tagline, ‘Beauty has an address’, we built a visual language of an address for home using symbolic visuals such as stamps, postcards, address numbers and nostalgic memories that last forever. The application of the new visual concept came to life through an updated logo, colour palette and typography, which we rolled out full-circle – across stationery, offline collateral (billboards, banners, posters etc.) and all online components (website, social media etc.).

The results

The end result was a consistent, coherent visual and verbal identity for the brand that makes it instantly recognisable, locally and internationally.