Annual Report – Emaar Hospitality Group, 2013
With a view to delivering an annual report that broke away from the norm, i.e. something that reflected the aesthetic values and essence of 5-star hospitality that Emaar is renowned for, Eleven777 looked to the Mashrabiya motifs that grace Arabian architecture and design for inspiration.
Key deliverables: Annual report design and layout
After several initial sketches and design drafts, the team hit upon the idea of using the Mashrabiya pattern as a sort of window lattice, i.e. a die-cut that allowed the viewer to look through to the thematic yellow selected to represent the vibrant hospitality group and its ambitions.
The Mashrabiya was interpreted in various ways that worked as design accents throughout the report, subtly supporting the copy and images while being a constant reminder of the group’s proud Arabian heritage.