Commenting on the win, Unisono’s Strategy Director Amy Morgan said, “JTC is a client with direction and purpose and one who believes in the power of strategic branding to provide market advantage. We share their vision for building a world class hospitality brand”.

JTC started work on the project last year with architectural and interior design briefings and are close to completing the build. The initial assignment is to develop the brand strategy before considering creative works for the hotel and residential master brand and the subsidiary outlet brands. The end result will be a destination brand targeting a clearly defined niche in the KSA hospitality sector.

The agency was commissioned without pitch based on their strategic capabilities and creative portfolio.