00

Only agency in the region specialising in real estate & hospitality marketing.

work image agency image services image careers image connect image airplane image drone image globe image

Best viewed in portrait mode

 

Hello!

!السلام عليكم

Hola!

Salut!

Hallo!

Ciao!

Hej!

Ni Hao!

今日は!

Click on the image or the menu to navigate

In order to provide you the best user experience, this website uses cookies. By closing this message, you accept our cookies policy.

icon-close

Scroll it!

Al Habtoor City

Transforming the picturesque skyline of Dubai with its monumental architecture and contemporary design, the three residential towers and three renowned hotels of Al Habtoor City is becoming a destination on its own. We were briefed to carry out a 360-degree destination branding exercise, which resulted in many branding and digital awards being won.

Credits

  • Client: Habtoor Group

  • Industry: Hospitality / Real Estate

  • Location: Dubai, UAE

  • Web: alhabtoorcity.com

What we did

  • 3D Renderings & Site Photography

  • Brand Architecture

  • Brand Audit

  • Brand Guidelines

  • Brand Identity

  • Brand Strategy & Positioning

  • Brochure & Collaterals

  • Digital Strategy & Website

  • Exhibition Stand

  • Film & Photoshoot

  • Print, Outdoor & Digital Campaign

  • Sales Centre

  • Site Hoarding

  • Stationery Package

Strategy:
Crafted for the business

We developed the brand positioning of ‘My City. My Legacy’ along with the brand pillars of ‘Grandeur’, ‘Legacy’ and ‘Iconic’ which reinforced the rich heritage associated with the Habtoor Group. Moreover, this positioning also allowed the business to leverage from the equity of the parent brand.

Luxury Market

Authoritative

Wanting the unique, the bespoke.

The ability to tell a story about a great product or service.

Key audience

Sanguine, Successful & Smart

Importance of Time and Family.

Finer things in Life.

Home is where the heart is.

"Crafted living"

Bespoke

Cosmopolitan

Sophisticated

Precious

Exclusive

Legacy

Stories

Lifetime

Bond

Heritage

Living

Family

Active

Culture

Social

Backstory:
The inspiration for visuals

To create a sentiment that is truly exceptional, where the customer can make the city their own and – like Al Habtoor – create their own legacy, stamping their own mark, we developed a concept that reflects heritage, legacy and importance for loved ones. We positioned the city to be unique, bespoke and at the heart of the luxurious real estate market.

Bespoke

Distinctive quality

Elegance

Grandeur

Monogram

Family shield

Status

Medallion

Gold

The Brand mark

To reinforce the concept of legacy and heritage, we designed a medallion for the logo with Al Habtoor City initials embedded in it. The logo was slightly adapted for the sub-brands with the core essence preserved.

1 / 3

The Typography

For maximum readability and efficiency, we used ‘Domaine Sans Text Medium’ for external communications and ‘Graphik’ for internal communications. The coupling of the traditional and contemporary fonts is what made the typography unique.

1 / 3

The Colour Palette

For the main brand, we chose copper to represent ‘sophistication’ and royal green to represent ‘grace’. The green colour also allowed the values of the brand to be communicated back to the Habtoor Group.

Main Colour

Royal Green

50%

Secondary Colour & Accents

Off-White

25%

Brown

12%

Copper

12%

The Tagline

To fortify the rich heritage of the Habtoor Group, we developed the tagline ‘My City. My Legacy’.

“Consider this memoir to be a gift to my children and grandchildren, a chance for them to get to know Khalaf Al Habtoor the man, the human being, outside of my role as the head of the family."

Khalaf Ahmad Al Habtoor. The Autobiography.

Visualisation

To showcase the brand in the best possible manner, our visualisation team developed photorealistic renders, which were used in all communications.

1 / 3

1 / 2

Brand Application Examples

The new brand was developed and implemented across all communication channels, which included ATL, BTL activities, digital, film and events.

1 / 3

Brand Architecture & Sub-Brands

We tailored the brand architecture using a hybrid brand architectural strategy where monopolistic, branded, and endorsed approaches were combined. Al Habtoor City served as the master brand for the three categories of hospitality, leisure and residences. Each category and its sub-brand had its own visual identity.

1 / 3

The Website

The website we designed won multiple awards for its rich multimedia, rich content and intuitive interface. Some of the awards we won are ‘365 best websites in the world’, ‘CSS winner in the world’ and ‘CSS design awards’.

08

01

awards-webby

04

06

Transform Awards Mena logo

08

Others

Previous project

Next project