The branding incorporates five main themes, each representing unique aspects of Addu City.
The equator is the line that separates the north and south poles of the Earth, and the Maldives is one of the few countries that lies directly on it. The equator cuts across the Addu Sea, between Huvadhoo and Addu, making Addu a very special atoll in the Maldives. Its natural ecosystem is uniquely diverse compared to other atolls.
In an effort to establish Addu City as a globally recognized tourism destination, Addu City Council has partnered with Creative Crew, a local branding agency. They have collaborated with Encrea Studio, another company involved in the project, to successfully develop and launch Addu's tourism brand, "Addu: Beyond the Equator."
The official brand launch took place at a ceremony held at Canareef Resort in Addu last Friday.
The branding initiative was completed over a span of about four months, with the aim of reflecting the authenticity and simplicity of the name "Addu" while highlighting the atoll's distinctive characteristics and colors.
Encrea Studio designed the brand elements to showcase Addu City's natural beauty, charm, and cultural richness, encompassing its protected areas, marine environment, and wildlife.
The branding incorporates five main themes, each representing unique aspects of Addu City:
- Beyond Ordinary: Celebrating the underwater beauty of Addu, showcasing its stunning dive sites.
- Beyond Beaches: Highlighting the rich natural ecosystem, including mangroves and lakes, that goes beyond just beaches and seas.
- Beyond Horizons: Capturing the breathtaking sunrise and sunset views of Addu.
- Beyond Serenity: Recognizing Addu City as a UNESCO Biosphere Reserve.
- Beyond Dreams: Emphasizing the unique features that set Addu apart from other atolls in the Maldives.
To further promote the brand, a film featuring the stunning scenery of Addu City, along with specially composed music, has been produced.
Additionally, Encrea introduced Instagram story templates that have already garnered significant engagement, with over 500 uses in just a few days.
The goal of this branding effort is to ensure that Addu City becomes a recognized destination worldwide. During the launch, the Addu City Destination Management Office Head and Councilor, Hussain Zareer, expressed that the branding represents more than just a logo; it is an invitation for visitors to experience the services and cultural experiences that Addu City has to offer which is on par with other popular destinations in Maldives.
Zareer emphasized the importance of collaboration among the community, businesses, and stakeholders to enhance the brand's success and attract visitors to Addu City.
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