Set along Kuwait’s pristine coastline, The Marina is a landmark mixed-use development in one of the city’s main shopping districts. Anchored by an upscale mall, the complex includes a pedestrian seaside strip lined with cafés and restaurants, walking paths and three additional retail centers. The project developer, United Real Estate Co., sought to rebrand the development and create an effective wayfinding system for its international clientele. Gensler created distinct and colorful symbols for each component, which also work together to reinforce the whole, and applied them across a range of communication platforms including signage, maps and marketing collateral. Detailed guidelines ensure the consistent application of the new brand identity for a more fluid and immersive visitor experience.