ABOUT

Red Sea Links was created as the brand for a new 18-hole championship golf course set within the Four Seasons Resort, Sharm El Sheikh, due to open in 2026.

Developed in partnership with Four Seasons, 54 and Robert Trent Jones II, the project represents a significant investment in Egypt’s tourism and golfing landscape, led by Talaat Moustafa Group.

The brief was to create a name and brand identity that could establish the course as a world-class destination from launch, leveraging Egypt’s most powerful natural asset, the Red Sea.

Rather than creating a conventional golf brand, the ambition was to build something more expansive. This premium destination identity moves beyond golf, capturing the unique meeting point of desert, coastline and light.

CONCEPT

Red Sea Links is defined by its environment.

Born from the rhythm of land, sea, and light, the brand captures the calm movement and refined beauty of its coastal landscape.

The concept reframes the destination beyond golf, positioning it as a place of experience, emotion and atmosphere.

This is expressed through a simple narrative platform:

“This is the place to…”

A flexible line that allows the brand to tell multiple stories, discovery, connection, play, indulgence and escape, while maintaining a clear and ownable voice.

The focus shifts from the game itself to the feeling of being there.

EXECUTION

The identity system translates land, sea and light into a distinctive and ownable visual language.

At its core is an abstract emblem inspired by the natural rhythm of dunes, water and fairways, fluid, refined and intentionally understated.

A cinematic visual world was developed using AI-led art direction, creating a consistent and elevated aesthetic rooted in the environment. Imagery blends turquoise waters, bronze sands and natural light to create a premium, immersive tone.

The system is unified through:

- A colour palette drawn from sea and sand
- Motion-inspired graphic patterns reflecting natural rhythm
- Elegant typography balancing heritage and modernity
- A modular messaging framework built around “This is the place to…”

The result is a flexible identity that works seamlessly across digital, social, environmental and hospitality touchpoints.

RESULTS

The result is a distinctive destination brand that elevates Red Sea Links beyond a golf course into a globally competitive lifestyle experience.

- A clear and ownable brand narrative from launch
- A premium visual identity rooted in environment rather than category clichés
- A scalable system across marketing, experience and on-site applications
- A cinematic aesthetic aligned with world-class resort positioning

Most importantly, the brand shifts perception:

From a place to play golf
To a place to experience something more