A desert town of around 30.000 inhabitants is expected to roughly double its size in the coming years. An integrated framework masterplan was developed to accommodate the growth and to develop a new clear identity for the town. The central themes in the redevelopment across the scales were: 1 city, 3 identities, 4 avenues and 5 key places. Along these themes the plan was developed into great detail, providing a strong framework for growth as well as a number of strong and characteristic public spaces that will put the city on the mental map.