Our approach was to anchor the identity in place, heritage, and meaning. The name “Aliyah” can be interpreted in Hebrew as “the return home,” a theme we placed at the heart of the brand.

To bring this idea to life, we created a logomark inspired by the Old Town’s distinctive doorways, with their arches, keystones, and springers. The doorway became both a reflection of local architecture and a metaphor for the threshold into a home. We also developed a hand-painted map of Gibraltar’s streets and alleys, an abstract visual device that evokes the paths leading residents back home. Finally, the notion of returning home was carried through in the brand’s tone of voice, where “home” featured prominently as a recurring motif and tagline.

The resulting identity positioned The Aliyah as more than a development. It became a promise of belonging and longevity.

The brand struck a chord with its audience, leading to exceptional early sales success, with more than 60% of the apartments sold off plan within the first few months of launch, well before construction had begun.