- Creative Strategy: Murcia City -

We anchored the brand narrative in the concept of “Modern Living with Cultural Roots”. Murcia’s identity blends architectural sophistication with the warmth of Saudi community values. The strategy positioned the city as a complete ecosystem — a place where daily convenience, green spaces, and vibrant social life intersect.

Key pillars included:

1. Lifestyle Positioning – Communicating Murcia as a community first property.
2. Integrated Living – Highlighting its 2.7M m² masterplan with mosques, schools, healthcare, retail, and parks as a single seamless experience.
3. Visual Identity – Creating a brand system that merges Mediterranean elegance with Saudi-inspired geometric harmony, ensuring recognizability across on-ground, digital, and marketing touch points.
4. Human-Centric Messaging – Showcasing real family scenarios, accessibility, and day-to-day life benefits rather than abstract architectural visuals.

The Outcome
Murcia’s identity and creative direction now serve as a unifying visual and verbal language across all communications — from sales material to urban signage. The city is presented not only as an investment in property but as an investment in quality of life, fostering a sense of belonging and community among residents.