Shushah Island was envisioned as a cornerstone of NEOM’s Red Sea development: a collection of ultra-luxury resorts designed to stretch the very definition of hospitality. Each would explore a distinct facet of wellbeing—one cognitive, one oceanic—in a setting where transformation mattered more than tradition. When Matter Of Form were engaged, the island existed only as foundations in the sand. There was no visual identity, no guest journey, no unified point of view. Stakeholders and scientific partners all carried ambitious ideas, but without coherence, the brand risked becoming a loose set of programmes rather than an investable vision.   The opportunity lay in turning two ambitious ideas into coherent expressions of what future luxury could mean. For the oceanic concept, this meant defining diving as more than recreation—positioning it as transformation. Working with specialist partners, we articulated The Underview Effect: a coined phenomenon capturing the indescribable mental shift divers feel beneath the surface. For the cognitive concept, we built around the idea of mental optimisation, designing elements such as pre-arrival “Mind Boxes,” modular biomes and empowerment suites—each translating expert research into tangible, personalised experiences.   With no physical assets to draw on, we turned to our Brand Interactions™ framework. We mapped every moment of a guest’s stay, creating digital day-in-the-life stories that allowed stakeholders to step into the experience. We visualised interactions, rituals and environments through AI, crafting a world where staff, programmes and design cohered into clear propositions. Finally, we developed the first visual identities and service philosophies to give these concepts definition, consistency and conviction. What began as disparate ambitions was transformed into a set of tangible, differentiated brands—clear enough to attract guests and compelling enough to reassure investors.