The Wave, the Sultanate of Oman’s leading tourism and seafront residential development, has announced the appointment of GSCS, a leading UAE-based brand strategist, as consultants for enhancing the brand image of the prestigious project.
The Wave is a joint venture comprising Oman’s Waterfront Investments, representing the Government of the Sultanate of Oman, the National Investment Funds Company that represents the Omani Pension Funds and State General Reserve Funds and the UAE’s Majid Al Futtaim Investments.
Talking about the consultancy agreement with GSCS, Jeff Rossely, Group Vice-President, Majid Al Futtaim Development, said: “The pact with branding strategists GSCS is part of our strategy to work in synergy with reputed companies to ensure the success of The Wave, which will soon join the league of the top residential community projects in the Middle East. With the help of GSCS’s wide international expertise, we are confident that their strategies will play a pivotal role in further enhancing the international profile of this wonderful project.”
He added: “The Wave understands that owning a successful brand helps in delivering long-term commercial success and its tie-up with GSCS will help to scope out the potential opportunities for the brand, which will go a long way in building their success further.”
Wael Al Lawati, Acting Chief Executive Officer of Waterfront Investments, said: “The agreement with GSCS is part of our initiative to work with the best companies in the respective fields. GSCS has established an enviable reputation for its innovative and conceptual brand positioning strategies. Our association with GSCS will help us further our brand image and leverage the full potential of the brand. ”
He added: “Prior to this tie-up with GSCS, our challenge was to build the brand and to raise awareness. We are now at a stage where we need to elaborate further, in a distinctive and coherent manner, what the brand stands for, the experience that we want to create and internally the brand architecture. With the expertise on offer from our strategic partners, we are confident of achieving all our objectives.”
The project is being developed keeping in mind the discerning international and regional home buyers, who are looking for an exciting, authentic destination. “In view of the international stature of the project, we need to drive the inherent values that Oman offers to the world -- a country with the potential of becoming one of the most significant international destinations. In GSCS, we have an experienced partner to drive this message forward,” he added.
Gregg Sedgwick, Senior Brand Strategist of GSCS, said: “Oman is a significant growth region and we are extremely excited and feel privileged to be involved in the creation of Muscat’s first fully integrated waterfront residential community. We are confident that our extensive experience gained from similar infrastructure projects in the region will help us in this brand-building exercise with The Wave. Our immediate objective will be to look at the brand’s position in the marketplace and understand how we can maximise its value.”
Since its incorporation in 2001, GSCS has developed an impressive team of designers and strategists. Expertise extends from brand strategy, naming and identity development to graphic deployment, wayfinding and site implementation. The company employs graphic design specialists, architects and consultants derived from Europe and Arabian countries.
