A 2.3 million ft2 integrated community developed by TEXTURE, comprising of 1,200 apartments and 200 villas located centrally, in the heart of new Dubai. The project consists an award-winning team with the biggest Bollywood star, Shah Rukh Khan as the brand ambassador. renowned international architect, Tony Ashai, celebrated designer, Gauri Khan, and the experienced developer, Texture.
Texture required a new brand identity & positioning for their new development in Dubai Investment Park. RUYA was engaged to re brand and develop a whole new character and positioning for the development to capture the value and uniqueness of this project.
RUYA performed the task to give the project a new brand personality – throughout all the marketing collateral’s such as print media, outdoor campaigns, digital campaigns, sales center and use the unique payment plan catering for the mid-segment to re-position the project as affordable luxury. Taking inspiration from the target audience, RUYA developed the ‘Less is the New More’ campaign, alongside direct and powerful messaging. The campaign was both pushed and complemented by ad campaigns in print, outdoor and digital media.
The first public exhibit of the new ad campaign and outdoor media received an overwhelming response, with Texture being able to sell 200+ units within the first week of the launch, despite the saturated market. Royal Estates has become a trendsetter for other developers in the UAE. With others adopting it visually and in the positioning of their developments.