Event strategy and concept
Translate the business objective into an event format, creative theme and guest journey. Define the audience, experience and priorities before production begins.
Brief development · Concept · Experience planningEvent production
& management.
Brand strategy brought to life through physical spaces, guest experiences and live events.
Meet WAA Brand Lab
Sahl Hasheesh / Red Sea / EgyptA global perspective. A local presence.
Introducing WAA
Strategy, creativity
and commercial
thinking.
WAA Brand Lab is a boutique consultancy for brands, destinations and developments. We connect strategic direction with creative development and commercial execution.
Headquartered in Sahl Hasheesh, we work with a strong Red Sea focus and an international perspective. Our expertise spans brand development, marketing and communications, commercial strategy, experience design and activation.
Discover WAA Brand Lab50+
Brand transformations
led by our founders
International experience
Across the UAE, Egypt, North America, Europe and Africa.
Our approach
Strategy and identity connected to practical execution.
The WAA Brand-to-Market™ System
A clear path from the brief to delivery.
- 01Discover
- 02Define
- 03Design
- 04Deliver
Our event expertise
From the purpose
to the production.
We bring the creative and operational work together, shaping an event around the brand, its audience and the experience it needs to deliver.
Creative direction and branding
Create a coherent identity across the event—from invitations and key visuals to stage backdrops, entrance features, banners and photo moments.
Visual direction · Artwork · Environmental brandingProduction and technical coordination
Coordinate scenic builds, branded structures, staging, furniture, lighting, sound and screens as one considered venue setup.
Fabrication · Installation · Technical deliveryEvent operations and management
Bring suppliers, production schedules and on-site teams into a coordinated plan. Manage setup, programme timing and guest flow through the event.
Supplier coordination · Run of show · On-site managementProgramming and guest experience
Shape the live experience through performers, DJs, family activities, hospitality areas and food concepts that fit the audience and setting.
Entertainment · Activations · Hospitality coordinationEvent communications and merchandise
Carry the brand through promotional materials, project collateral, on-screen content and guest giveaways, connecting the event with the wider brand story.
Promotion · Content · Branded merchandiseFormats we can shape
Corporate and broker gatherings / Brand and property activations / Destination events / Seasonal and family experiences
Selected recent work
Three settings.
A consistent approach.
Original design work, finished installations and live footage show how our event capabilities come together in practice.
01 / Corporate hospitalityENZA / Red Hills SuhoorBranding, scenic production and a Ramadan broker gathering. ↗02 / Easter brand activationRed Hills Sunset LoungeA branded lounge and guest experience on the shoreline. ↗03 / Destination eventSahl Hasheesh Eid Beach EventThree days of entertainment, food and family activities. ↗
01 / Ramadan gathering
ENZA / Red Hills
Suhoor
A Ramadan Suhoor for the ENZA and Red Hills broker community. A coordinated event identity brought together freestanding banners, scenic backdrops, a paparazzi wall and illuminated Ramadan signage.
Event brandingProductionVenue setupEvent management
Warm lighting and Ramadan forms connected the scenic installation with the printed branding and the venue’s projected content.
Inside the event00:22
Play the venue walkthrough with sound.
Scenic production and photo moments
Branded focal points created for the setting, from the Ramadan backdrop to the illuminated welcome display.
Stage backdrop
A focused setting
for the Red Hills identity.
A 4 × 3 metre stage-backdrop concept placed Red Hills at the centre, with ENZA Developments as the supporting brand. The design sits within the wider event’s coordinated visual language.
Design development / Stage backdropA complete banner series
Six complementary designs connecting ENZA’s identity, Red Hills messaging and project imagery. Select any artwork to view it in full.
The smaller details
Branding at the table.
Water bottle label designs extended the Red Hills identity into the guest experience, using the same brand language as the larger venue materials.
Two label treatments / Design visual
02 / Easter brand activation
Red Hills
Sunset Lounge
Easter event
An Easter activation for ENZA and Red Hills, created as a branded beachside lounge. The setting combined shaded seating, project displays, live entertainment and giveaways within a relaxed guest experience.
Branded environmentProductionGuest experience
Designed for people to spend time.
The lounge combined upholstered seating, shade, lighting and project presentation materials. Red Hills flags and dimensional lettering carried the identity beyond the seating area.
Branded details guests could take home
The same visual identity carried through printed project materials and a collection of branded giveaways.
A consistent Red Hills identity across the lounge, event signage, printed collateral and guest merchandise.
The experience in motion
See the lounge
in its setting.
A short aerial film places the event within its beachfront surroundings and shows the branded installation from above.
Red Hills Sunset Lounge00:06
Aerial event film00:06
Play the full aerial clip with sound.
03 / Destination event
Sahl Hasheesh
Eid Beach Event
A three-day beach event for Sahl Hasheesh, organized by WAA Brand Lab. The family programme brought together live bands, DJs, food carts and children’s entertainment within a branded beachfront setting.
Event conceptBranding and productionEvent management
Duration3 days
Dates27–29 May
Daily programme12 PM–8 PM
Event brandsSahl Hasheesh / ERC
One setting.
Different ways to take part.
The event brought together places to sit, eat, watch and play. Destination branding connected the entertainment areas, food offering and guest seating, while roaming performers and activities added movement throughout the space.
The identity before the event
Promotional artwork and a branded photo-frame concept carried the Sahl Hasheesh and ERC identities into the event communication.
The event in motion
Energy beyond
the branding.
Two clips from the beach activation capture the foam-party area, games and entertainment setting.
Beach activation00:07
Full clip with original sound.
Foam-party experience00:18
Full clip with original sound.
Work with WAA
Let’s shape your
next event.
For a corporate gathering, property activation or destination programme, start with the brief. We can develop the concept, production and delivery around your brand and audience.
Sahl Hasheesh, Red Sea, Egypt