IMPOSSIBLY HUMANTM.

At Insignia, imagining the incredible starts by asking the impossible.

This is where we begin.

Because we believe the quality of a question transcends its answer, inspiring us to decode aspirations to design distinct places, spaces and experiences.

Whether it’s reimagining a national coastal highway into a journey through time, transforming an island into a whole new season on the global yachting calendar or rejuvenating a forgotten industrial zone into a venue for global dialogue about Arabian art.

We craft new realities at the intersections of strategy and storytelling, by challenging what is humanly possible and creating what is Impossibly Human.TM

This is the space between possibility and imagination, cradling human ingenuity, crafting new paradigms, conceiving the future of aspirational places and experiences.

It generates solutions that are intrinsically human, that connect cultures, engage communities and encourage commerce.

Humanistics TM

Humanistics is Insignia’s proprietary design-thinking and delivery system that decodes, defines and designs solutions that are deeply human-centric, preserving clarity about what matters most through 
all stages of a project’s lifecycle.

Our methodology to deliver Impossibly HumanTM ideas.

This is why Insignia is structured 
with four dynamic functions bringing together purpose and impact with thinking and reality.

At a Glance

We have been predicting the headwinds of change, and defining the future of hospitality, tourism, culture and destination development for over two decades.

We operate at the frontline of innovation for spaces, places and experiences.

Challenging what’s possible since

2003

with over

60

passionate
change-makers

200+

Hotels & Resorts

12

Tourism Boards &
Destination Brands

20

Countries & nation-building projects

50+

New hotel launches
across 14 countries

180+

Cultural, Retail & Leisure Venues and Districts

6

Sovereign Funds, Govt.
Organisations & Ministries

+

Our Approach

Unified value integration through all stages of a project’s lifecycle.

At the heart of it all, Humanistics™ drives the engine of innovation, design, and experience creation.

Our Vision Guardianship services mandate ensures this integrated approach of converging design-thinking with project delivery mitigates critical risk and provides optimal value-creation opportunities for our clients.

01 >

DISCOVER

Decoding deep human truths, emerging trends and market dynamics to uncover strategic and creative insights that influence the discovery of new opportunities that will shape the future.

02 >

DEFINE

Defining clear goals and objectives with an over-arching vision narrative that converges into an integrated design, experience and strategy framework in a structured and deliverable manner.

03 >

DESIGN

Crafting media-agnostic conceptual designs and overseeing the development of identities, masterplans, architectural and experience design systems and initiatives.

04 >

DEVELOP

Implementing vision guardianship, concept and project oversight through all stages of the project’s lifecycle, including critical stakeholder, vendor and partner management.

05 >

DEPLOY

Planning and implementation of key messaging, brand marketing programmes, destination activation and partnership engagement initiatives, across multiple channels, sectors and key markets.

The Team

Empathetic Futurists

We are a team of insatiably curious, imaginative and resourceful individuals, who are passionate about culture, design, place-making and experience creation. We are deeply compassionate, inspired by human values and united by our shared beliefs.

From futurists to change-makers, strategists to storytellers, we are a team of media-agnostic design thinkers and managers, deployed at the frontier of tomorrow’s most beautiful possibilities.

Our pulse races to conceive the new zeitgeist, while remaining true to our quest; to challenge what’s humanly possible, and never stop asking impossible questions.

View all our clients here

Our Clients

Over two decades of defining what’s next for places, spaces & experiences

Since our inception in 2003 we have been a pioneer in the hospitality landscape, offering a comprehensive suite of services from destination design to experience development, for a roster of clients that spans across 20 countries.

USA

Viceroy Hotel Group
Preferred Hotels & Resorts
Fairmont Hotel Resorts
The Claremont, Berkeley

CARIBBEAN

Sugar Beach, A Viceroy Resort, St. Lucia
Six Senses, Grenada

UK & EUROPE

Maybourne Hotel Group
Corinthia Hotels International
The Savoy, London
Accor Hotels
Condé Nast Hospitality
Fairmont Hotels and Resorts
InterContinental Hotels Group
Hilton Worldwide
Kempinski Hotels
Viceroy Kopaonik, Serbia

MIDDLE EAST

Public Investment Fund, KSA
NEOM, KSA
Ministry of Culture, KSA
Diriyah Development Authority, KSA
KAFD, KSA
STIC, KSA
Saudi Tourism Authority, KSA
Ministry of Tourism, KSA
Red Sea Global, KSA
SRMG, KSA
Cruise Saudi Corporation, KSA
Expo 2020
Airbus Group, Middle East & Africa
The Emirates Group
Flydubai
Dubai Tourism
Ras Al Khaimah Tourism
Ajman Tourism
Dubai Parks and Resorts
Emaar Hospitality Groupasia
Jumeirah Group
Meraas Hospitality
Meydan Hotels & Hospitality
The Oberoi, Dubai
Palazzo Versace Dubai
Rotana Hotels
Marriott International (The Luxury Collection)
Waldorf Astoria Ras Al Khaimah
Yas Marina
Atlantis, The Palm
Kerzner International
Investment Corporation of Dubai
Emirates Palace, Abu Dhabi
Habtoor Hospitality (La Perle)
Emaar Malls
Accor Hotel Group
Kempinski Hotels
Preferred Hotels & Resorts
Alila Hotels & Resorts
Galeries Lafayette
Four Seasons Hotels and Resorts
Dragone

ASIA & INDIAN OCEAN

Kempinski Seychelles Resort
One & Only Reethi Rah, Maldives
Soneva Fushi, Maldives
Soneva Jani, Maldives
Soneva Kiri, Thailand
The St. Regis Maldives Vommuli Resort
Anantara Peace Haven Tangalle Resort, Sri Lanka
Anantara Hotels, Resorts & Spas
Fairmont Wuhan, China
Hilton Worldwide, MEAP
Accor Hotels
LUX Hotels & Resorts
Empire Group Vietnam

AFRICA

Villa Rosa Kempinski, Nairobi
Hilton Windhoek Hotel, Namibia
Fairmont The Norfolk, Nairobi
Planhotel, Zanzibar

AUSTRALIA

Wolgan Valley Resort, Blue Mountains

Destination development & nation-building initiatives

Insignia’s design-led strategy services have positioned the company at the heart of some 
of the key nation-building 
initiatives and development projects in the region.

Public Investment Fund

Engaged on strategic advisory, destination and brand development services.

Saudi Tourism Authority

Design and destination development and VX strategic partners.

NEOM

Vision guardianship and lead creative advisory services 
for multiple development projects within NEOM.

Saudi Tourism Investment Co.

Strategic advisory role on development of assets and key projects within KSA.

Ministry of Culture

Strategic advisory services as lead consultant on national tourism initiatives. Design and creative services for key strategic initiatives.

Ministry of Tourism

Engaged on brand development, destination marketing and tourism initiatives.

Diriyah Development Authority

Strategic advisory services, design and creative services for key strategic initiatives.

Red Sea Global

Engaged on strategic advisory 
and brand development services.

SRMG

Intellectual property and concept brand development.

KAFD

Initial engagement on destination positioning and activation strategy.

Cruise Saudi Corporation

Brand identity, guidelines, positioning strategy, marketing and stakeholder management.