Good Company

JW Marriott Marquis Dubai came to us with a multi-venue space at the heart of Business Bay, restaurants, bars, a club, and a co-working area, with one goal: pull in young professionals from the surrounding business district and give the space its own identity, distinct from the individual venues living inside it.

We started with naming. We proposed a shortlist of names built around the vibe of the space and the audience it needed to speak to: sociable, professional, a little irreverent. The client landed on "Good Company," a name that works on two levels at once: the people you keep, and the caliber of company (professionally) the space attracts. The tagline, "Eat. Drink. Gather.," carried that idea forward in three words.

From there, we built the full brand identity: a sunburst mark, wordmark, full typography and color system, guidelines, and visual language, a bold black-and-yellow palette designed to be unmistakable and memorable within a hospitality landscape that tends to play it safe. The system extended across signage and wayfinding, merchandise, stationery, and social content. Each restaurant kept its own individual branding; our job was to brand the space that held them all together.

A name that works on two levels at once: the people you keep, and the caliber of company the space attracts.