Sun Siyam

The Spirit of the Maldives

Rapid expansion brought a tipping point: the brand no longer reflected the scale or ambition of the business. In a crowded luxury travel market, a monolithic masterbrand made it hard for agents and guests to match resorts to travel mindsets. Sun Siyam needed to break free from the “sea of sameness,” clarify its offer tiers, and modernise voice and visuals for a new generation of travellers.

In collaboration with Jhagger&Co the project brief was to reposition, redefine, and premiumise the brand. Over 12 months of close collaboration with the Sun Siyam family, the brand underwent a evolutional transformation – encompassing brand strategy, visual identity, tone of voice, art direction and motion, and guest experience– every touchpoint considered.

Anchored by a refined positioning The Home of Maldivian Spirit, and a values-led narrative rooted in origin – the House of Sun Siyam was introduced: a clear, three-tier brand architecture spanning Luxury, Privé, and Lifestyle. This structure, along with its naming conventions, provides intuitive wayfinding for trade and guests alike, elevating perceived value and helping travellers select the right experience at the right destination.

A contemporary identity system– crafted wordmark, informal stamp suite, refined typography, and island-inspired palette– builds instant attribution. Moody, cinematic art direction and an elegant, confident tone of voice further elevate the masterbrand and its collections. A library of Signature Moments (e.g., Wow Welcome, Turn-down Journey, Cinema by Moonlight) turns promise into ritual. Brand books and guidelines make the system market-ready, ensuring consistent rollout from digital to resort applications.