We started by defining an internal culture, one that captures the spiritual resonance of Makkah, and one that can echo towards the multiple developers involved. We further encapsulated the magnitude of the project in our core essence of “Elevating the Experience of Makkah”. The next challenge was to create a culturally relevant, and universally applicable brand name. The name “Masar”, which implies “being a pathway” in traditional Arabic, served as the perfect solution for the brand. For the logo, we adopted a calligraphy style, that exhibited the richness of the Arabic language, and utilized a color palette that harmonized with the geography and spiritual sensation of the city of Makkah.