The new visual identity was unveiled at an internal event that included a unique meta-event that mimicked the new campaign, the unveiling of a new visual identity and a new hierarchy of subsidiaries, as well as the values of progress, commitment and joy.

Miral's new logo is inspired by the themes of connection and enrichment. miral connects partners and employees under a common ideology and purpose - connecting people in the moment at an experience or destination.

Through these connections, which happen every day, it gives people a sense of pride, place and belonging, as well as memories that will last them a lifetime.

The three lines of its logo represent the three pillars of Miral: People, the importance of the commitment and passion of Miral employees to make its philosophy a reality, and how Miral is committed to their hair.

Community, which is how Miral's experiences and destinations positively impact the communities and cultures it serves.

and Environment, which reflects how Miral considers the environmental impact of its destinations and experiences, and balances growth with a sustainable future.

The brand elements are representative of zero and one, reflecting Miral's commitment to be a data-driven organization that uses state-of-the-art technology to gain deeper insights into its guests and create more personalized and memorable experiences for them.

Miral also announced the names of three subsidiaries that are part of the unified brand. Miral Destinations (formerly Experience Hub), Miral Experiences (formerly Farah Experiences) and Yas Asset Management.

Miral Experiences operates a diverse portfolio of world-class, award-winning immersive experiences, Miral Destinations promotes unique destinations, and Yas Asset Management operates and manages a vibrant portfolio of destinations throughout Yas Island.

In the coming years, Miral will focus on the development and delivery of key landmark projects in Abu Dhabi.

One of these major projects is Abu Dhabi Sea World, a next-generation marine life park set to open on Yas Island in 2023.

Two other landmark projects on Saadiyat Island are teamLab Phenomena Abu Dhabi and the Abu Dhabi Natural History Museum, of which Miral began development this year.

Miral will also continue to develop and oversee the destination strategy for Yas Island and Saadiyat Island, creating integrated and unique offerings across the emirate.