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PROJECT BRIEF 15 MAY 2025 KETURAH ARDH | PROJECT BRIEF Transformational Living through the design of space Equally, Keturah Reserve at Meydan is the most innovative and exciting New Luxury development in Dubai, with a brand-new concept, transformational living through the design of space. BIO LIVING AT KETURAH RESERVE Bio Living is inspired by Biophilic Design, the concept of creating architecture and interiors to enable residents to connect with the surrounding nature. All five human senses are engaged by nature, improving physical and mental well- being and adding real value to residents’ lives. Bio Living respects all life forms, flora, fauna and human. DESIGNED FROM THE INSIDE OUT We spend 90% of our lives indoors. It is where we reconnect with our emotions and our inner self. Keturah Reserve SuperHomes are uniquely conceived and designed from the inside out using contemporary architectural principles of the five elements, proportions, ratio and daylight, in raw and natural materials to create harmony in space. WELLNESS RESORT The Wealth of Wellbeing Keturah Resort is more than a destination, it is an awakening into a new experiential level of luxury, which brings with it the realization that the true measure of success is peace of mind, and the physical, mental and emotional wellbeing are part of this equation. The Ritz-Carlton Residences located at Keturah Resort is the FIRST FULLY WELLNESS CERTIFIED RESORT IN THE MENA REGION. A Reflection of the Elements. The Creekside Mansions are based on the elements of nature and architecture giving you three distinct styles to choose from that optimize the overall wellbeing experience | Earth. Water. Sky. The underlying substances from which everything is derived. LAND KETURAH Ardh | Roots & Reflection is a visionary project that unites spiritual heritage with modern urban innovation, drawing on the timeless narrative of humanity’s origins. Core Concept & Name Significance KETURAH: Evokes heritage, tranquility, and the continuity of human life. Ardh: Arabic for “land,” reminding us that humanity is born from the earth, entrusted to nurture and develop it. Roots: Symbolize our cultural, spiritual, and historical origins connecting generations through shared heritage. Reflection: Invites introspection, spiritual renewal, and a commitment to sustainable, thoughtful growth. SEA Ardh: Arabic for “Sea,” BAHR KETURAH | PROJECT BRIEF THE OBJECTIVE IS TO INTEGRATE THE KETURAH PROJECTS INTO A UNIFIED AND COHESIVE DEVELOPMENT. OVERALL OBJECTIVES: To establish a cohesive vision that integrates the overall Keturah into a unified, luxury development, while enhancing the project’s unique identity and functionality. • Thorough market research, benchmark against similar developments and identify offerings that Keturah can leverage on. • Narrative: establish a compelling narrative that ties the Keturah Resort and Northern plots development together. • Propose distinct elements for the northern plots to enhance their role as gateway to the resort. • Land use strategy – Conduct a comprehensive study to identify optimal land uses for seamless integration of all project components with considerations of maximized waterfront views. • Connectivity: conduct study on pedestrian, vehicular connections including accessibility. This includes opportunities for shared amenities while ensuring seamless integration. • Green space Integration: develop high level recommendations for landscaped areas, open spaces, all access roads, roundabouts as part of the overall master plan. Ensuring to enhance experience and increase privacy. • Buildings : Study Buildings sections, heights, and overall landscape. KETURAH ARDH | PROJECT BRIEF PRIMARY LOGO: PMS BLACK PRIMARY LOGO: CMYK PRIMARY LOGO: REVERSE ASYMMETRICAL LOGO: PMS BLACK ASYMMETRICAL LOGO: CMYK ASYMMETRICAL LOGO: REVERSE QUESTIONS: BZRMbR R\MWZ a^ RachZ^U^PaRMcW^]̓\MaaW^cc͙P^\ FILE NAMING: Files will be named by the Property Code, followed by logo type (Primary, Asymmetrical or Wordmark) and then by color. The brand logos are protected by United States and International copyright and trademark law. Unauthorized reproduction, distribution or use of the logos may result in severe civil and criminal penalties, and will be prosecuted to the maximum extent possible under the law. By accepting this zip folder, you agree to the terms of use and application of the logos within the The Ritz-Carlton Brand Guidelines. Any downloading, application, transfer or other use of the brand logos and property logos, whether in electronic files or on paper, must comply with all requirements regarding trademark and copyright notices. X X X X X P r i m a r y P M S . e p s property code logo type color file format PMS® Coated = Black PMS® Uncoated = Black CMYK: C: 60 M: 40 Y:4 0 K: 100 RGB: R: 0 G: 0 B: 0 PMS BLACK COATED CMYK PMS BLACK UNCOATED THE RITZ-CARLTON RESIDENCES, DUBAI, CREEKSIDE LOGO SPECIFICATIONS DUBAI, CREEKSIDE KETURAH RESORT | IDENTITY AND REFERENCES | IDEAS KETURAH RESORT | IDENTITY AND REFERENCES | IDEAS KETURAH | PROJECT BRIEF KETURAH RESORT | IDENTITY AND REFERENCES | IDEAS KETURAH | PROJECT BRIEF KETURAH RESORT | IDENTITY AND REFERENCES | IDEAS The modern Arabic artist KETURAH RESORT | IDENTITY AND REFERENCES | IDEAS I'll follow my heart Ritz-Carlton CREATING ASENSE OFPLACETHROUGH STORIES You are the story that I never want to end. KETURAH RESORT | IDENTITY AND REFERENCES | IDEAS KETURAH RESORT | IDENTITY AND REFERENCES | IDEAS KETURAH ARDH 15 MAY 2025 KETURAH ARDH - OVERALL MASTER PLAN INSPIRATION KETURAH | PROJECT BRIEF Visual Identity Color Palette: Earthy tones (deep browns, muted greens, warm ochres) evoke a natural, timeless essence. Typography: A blend of modern sans-serif for clarity and elegant serif accents for tradition. Imagery: Emphasizes symbols like roots, fertile soil, and ancient trees, underscoring the narrative of origin and growth. Language: Poetic yet accessible, evoking a sense of belonging and purpose. Key Messaging Pillars Heritage & Divine Origins: “From the sacred dust to an enduring legacy. Continuity & Growth: “Rooted in history, blossoming into tomorrow.” Modern Innovation & Sustainability: “Honoring our past while designing a vibrant future.” KETURAH Ardh | Roots & Reflection stands as a harmonious blend of ancient wisdom and modern innovation—a project designed to nurture, inspire, and empower communities by reminding us of our humble origins and our shared responsibility toward the future. Tagline Options: “From Earth We Rise, In Reflection We Thrive” “Rooted in Heritage, Growing into Tomorrow” NEXT STEPS Content Workshops: Develop a series of content workshops or brainstorming sessions to fine-tune language, metaphors, and specific storytelling moments. Audience Testing: Create focus groups or digital surveys to gather feedback on refined messaging from diverse community segments. Visual & Verbal Harmony: Collaborate on aligning the visual identity with the narrative—ensuring that colors, imagery, and typography echo the depth of your story. CONCEPTUAL BRAND IDENTITY | STYLE KETURAH | PROJECT BRIEF CONCEPTUAL IDEAS | DESIGN FEATURES Brand Origin & Concept Summary How “Keturah Ardh” was born • Keturah: A name evoking peace, heritage and timeless luxury—carried over from our first two chapters: • Keturah Resort (“The Wealth of Well-Being”) • Keturah Reserve (“My Space, My Mind”) • Ardh (Arabic for “land”): Chosen because humankind was created from earth and sand. It signals our deep bond with nature and the idea that every person’s story begins and ends here. Core Focus for Phase 1 Plot Teaser 1. Intergenerational Legacy From birth to grandparenthood, each family’s roots take hold in their Ardh plot— and they never sell it. Emphasize continuity: “Plant your roots. Watch your legacy grow.” 1. Holistic Community Designed for all generations: children, parents, elders—each finds purpose, care, and belonging. Reflective spaces for meditation and family gatherings, plus future schools, wellness centers, and eldercare within the master plan. 1. Spiritual & Cultural Resonance “Ardh” reminds us of our origin from dust; builds on everyday acts of gratitude, kindness, and reflection. Connects to the brand’s Roots & Reflection ethos—honoring the past while nurturing mindful living. 1. Teaser Direction Sketch Concepts should hint at circular life-cycle layouts and ancient-tree groves. Mood Board textures: fine desert sand, deep earthy browns, soft dawn-light gold. Imagery: family silhouettes by a lone tree; hand-drawn plot outlines over rippled sand; a child’s footprint leading to a grandparent’s. Use this origin story and these focus pillars as the north star for your master-plan sketches, mood boards, and teaser visuals. They will guide you in designing concepts that resonate with our vision of Keturah Ardh as the land where every life chapter—born, lived, and remembered—finds its lasting home. KETURAH | PROJECT BRIEF KETURAH | PROJECT BRIEF KETURAH | PROJECT BRIEF KETURAH | PROJECT BRIEF Photo of Lifestyle | Families Photo of Families, Kids KETURAH ARDH MARKETING BROCHURE CONTENT Cover Page Welcome to Keturah Ardh The Meaning of Keturah Ardh Message from Founder and CEO Vision and Brief Introduction Story and Narratives Keturah Ardh Location Keturah Ardh Accessibilities & Connectivities Keturah Ardh Existing and Planned Roads Keturah Ardh Existing and Future Public Transport Keturah Ardh Lifestyle Overall Master Plan Overview Overall Master Plan Amenities Overview Phase 1 Villa Plots Overview Phase 1 Villa Plot Design Guidelines Phase 1 Villa Plots Amenities Overview Mood Board of Amenities Mood Board of Landscape KETURAH ARDH | PROJECT BRIEF KETURAH BAHR 15 MAY 2025 KETURAH BAHR | THE WORLD ISLANDS | CONTEXT AND LOCATION Context and Location Keturah Ardh Is located on the Malaysian D38 part of World Islands Project in Dubai. Located approximately 4 Kilometers off the coast of Dubai in Arabian Gulf. It is situated near Asia cluster, surrounded by other themed islands representing different regions of the world. Coordinates: 25.21667 N, 55.16667 E The island features a mix of upland areas above 0.00m and submerged regions extending to -5.00m and beyond. The surrounding seabed has varying depths, making it suitable for both land-based structures and overwater villas. Area: 250K sq.ft. With 250K additional surrounding water areas designated for overwater villas and marina. Key Features: The island offers a unique combination of luxury living, marine biodiversity, and stunning seascapes, making it a prime candidate for high end real estate development. KETURAH BAHR A unique combination of luxury living, marine biodiversity, and stunning seascapes, making it a prime candidate for high end real estate development. KEY COMPONENTS • Boat mooring • Water pods (5,000 to 7,000 Sqft) • High-end Spa • Wellness sanctuaries • Exclusive Amenities / club house • Private beach Island KEY DESIGN LAYERS • Wellness and marine biodiversity • Luxury living • Private and exclusive KETURAH BAHR | KEY COMPONENTS THANK YOU 15 MAY 2025