Member Article

Sedley Place unveils identity for luxury Egyptian resort Bo Islands

UK creative agency Sedley Place has unveiled a new brand identity ahead of the launch of Bo Islands, a distinctive luxury vacation resort on Egypt’s North coast.

Sedley Place created the brand identity, property and resort brochures, as well as designs for stationary and templates for outdoor advertising and hoardings. The agency was also involved in the naming of the resort, which is owned by Maxim Investment Group (MIG), and created concepts for the resort’s website. It also provided Maxim with brand guidelines so that the company could implement sales and marketing campaigns locally.

Bo Islands is a luxury vacation resort on Egypt’s North Coast. It offers owners and guests a truly unique experience - away from the stresses and strains of everyday life and the summer heat of Egypt’s cities. It’s located right next to beaches of golden sands and seas of azure blue, and the resort comprises four types of villas and a town house, each with a water front; two types of chalets, also with their own water front; landscaped parks and gardens; a series of islands formed by lagoons and canals; leisure facilities like riding, cycling, kayaks, electric jet skis and an eco-friendly tram for transportation as well as shops, a food court, restaurants and coffee bars, plus several four and five star hotels.

The resort’s unique character is based on a bohemian ethic, which was central to the naming process, while the inter-linked relationship of the resort’s villas and chalets to the water in the lagoons and seas was central to Sedley Place’s core concept for the identity. The graded blue colouring of the logo also reflects the water that is a primary feature of the resort.

Sedley Place also crafted a unique marque of a foot to represent the ‘barefoot’ philosophy of the resort, which has been intricately designed with various interconnected patterns, to be used as a motif across all marketing materials.

Giles Calver, planning director at Sedley Place, said: “We’ve worked with Maxim in the past, creating a coffee bar concept and a Japanese-style restaurant in Cairo, so we know just how exacting our client’s standards are. For Bo Islands, our experience with high-end, international destination brands, from Ensaara Metropark in India to the Gleneagles Hotel in Scotland, mean that we understand the value of finely crafted detail that can run across all iterations and channels. We brought all this together to create a clear set of design solutions that help to position Bo Islands as a beautiful luxury destination.”

Hisham Mongy, chief operations officer at Maxim Investment Group, said: “It’s always a pleasure to work with Sedley Place. The team’s continued growth in understanding the region has been very beneficial for us at MIG. The Bohemian concept was a breath of fresh air in the market and BO Islands is already performing much better than our preliminary projections.”

This was posted in Bdaily's Members' News section by Alex Sampson .