Latitude was commissioned by the LXR team to conceive the visual branding for the lobby lounge of the new Nawras Island and Resort in Abu Dhabi. The chosen name, "Salal," is inspired by the largest type of seagulls in the UAE, symbolizing a broad and welcoming experience. The typography, emphasizing the letterform 'S,' reflects this metaphor. The concept of imprints aligns with the idea that every element on the island leaves a lasting memory. The result is a minimal yet elegant identity for the lobby lounge, harmonizing with the broader theme of a memorable and welcoming experience.

Client: LXR | Year: 2023 | Services: Brand Identity, Naming & Strategy