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Al Mouj Golf located in Muscat, Oman is one of the world's most environmentally significant golf courses – a championship course where international-level sport and remarkable biodiversity exist side by side.
Rather than treating signage as a functional necessity, Martins Brand House transformed it into a storytelling platform that revealed the hidden natural world woven throughout the course.
The creative idea was simple: make the wildlife impossible to ignore.
A series of sculptural installations was developed to celebrate the 173 bird species that use the course for resting, nesting and migration. Positioned throughout the landscape, each piece was designed to spark curiosity, encourage discovery and deepen visitors' appreciation of the environment around them. The signage became part interpretation, part public art, turning a round of golf into an immersive journey through one of Oman's most unique ecosystems.
The result was a connected family of landmark pieces that informed, educated and delighted. Players and visitors were encouraged to pause, observe and engage with the course in a completely different way, while the sculptural forms created memorable visual moments that became highly shareable social media and photography backdrops.
Crafted from marine-grade aluminium and finished to withstand the harsh coastal environment, each installation combined durability with elegance. Presented in both English and Arabic, the system celebrated Al Mouj Golf's unique identity as a place where world-class golf and environmental stewardship coexist in harmony.