SCROLL DOWN FOR MORE

AL HABTOOR CITY
THE DAWN OF A NEW CITY

Heading

Client: Al Habtoor City

Year: 2019-Present

Industry: Hospitality / Real Estate

Location: UAE

Status

In Progress

Awards

Transform Awards

What we did

Brand Strategy & Positioning

360° Brand Ecosystem

Brand Film

Brand Guidelines

Brand Identity

Custom Typography

Custom Iconography

Motion Graphics

Digital

In a groundbreaking collaboration, we joined forces with the esteemed Emirati visionary Khalaf Al Habtoor to serve as the strategic marketing advisor for the renowned Al Habtoor Group. Our shared goal was to fashion a destination brand that pays homage to the group's illustrious heritage while igniting a profound shift in audience perspectives. Embarking on this journey amidst the intricate landscape of their diverse portfolio within a well-established market presented formidable challenges, yet it was undeniably gratifying and enriching.

Request More Information

CONTEXT & BACKGROUND

01.

The Al Habtoor Group boasted extensive construction capabilities and a global presence in the hospitality and automotive sectors.

02.

RUYA faced the challenge of introducing portfolio expansion and new city development amidst competitive destinations like Downtown Dubai and Business Bay.

03.

The primary goal was to establish a luxurious brand while upholding the parent brand's heritage and educating stakeholders about portfolio expansion and the scope of the new project.

BRAND STRATEGY & POSITIONING

Brand Main Concept

CRAFTED LIVING

Our approach involved crafting a brand solution centered on the illustrious heritage of the "Al Habtoor Group," aiming to harness brand equity and credibility from the parent brand. Emphasizing the City's prime location along Shaikh Zayed Road accentuated the project's uniqueness, offering the target audience a chance to invest in freehold apartments within an exquisite locale.

Project concepts & keyphrases

Project concepts & keyphrases

brand development & ecosystem

THE MEDALLION

To enhance the themes of legacy and heritage, we intricately embedded the Al Habtoor City initials within a medallion for the logo. Serving as the brand mark across all categories and sub-brands, each featured unique patterns. Subtle adaptations maintained the essence of the sub-brand logos. The medallion, adorned with interlaced brand initials, conveyed luxury and bespoke quality.

Brand Symbol, Lock-ups, & Custom-made Wordmark

AWARDED BRAND ARCHITECTURE

BRAND ARCHITECTURE

RUYA was honored with the Best Brand Architecture Solution award at Transform MEA 2016. We employed a Hybrid brand strategy, blending monopolistic, branded, and endorsed approaches while aligning with architectural directions determined by strategic insights. Our innovative and cohesive brand solution positioned Al Habtoor City as a master brand, ensuring that names and symbols were imbued with the energy necessary to reinforce the brand's identity.

The UAE continues to grow because of our leader and citizens jointly working together. Today, I am here to renew my vote of confidence in Dubai and its economy and to celebrate our success. But it is not just a success for the Al Habtoor Group, but the success of my country. Each one of us plays a vital role in the UAE’s success.

Khalaf Al Habtoor – Founding Chairman

Brand Symbol, Lock-ups, & Custom-made Wordmark

Print, Collateral & Digital

OHH Umbrella Brand

3D VISUALIZATION & CGI

3D VISUALIZATION & CGI

We crafted photorealistic renders in 3D visualization and CGI to epitomize our brand. These renders became the cornerstone of our visual communications, seamlessly integrating into various platforms.

Patterns

HOTEL COLLECTION

AHC HOTEL COLLECTION

The ‘Hospitality Collection,’ highlighted in a rich blue hue with a regal garden motif, epitomized the destination concept. St. Regis, Westin, and the W Hotel underwent brand endorsement within the Hotel Collection, enhancing coherence and distinctiveness across offerings.

Sub-brand primary elements and brand applications

RESIDENCES COLLECTION

AHC RESIDENCE COLLECTION

The ‘Residence Collection’ drew inspiration for its name and design from the owner's daughters, reflecting bonding and personal pride. The Meera Tower embodied luxury with a diamond pattern in purple, the Aamna Tower exuded peace with a blue dotted pattern, and the Noura Tower symbolized care with a Bordeaux star pattern.

Sub-brand architecture 'The Residences' and brand applications

LEISURE COLLECTION

AHC HOTEL COLLECTION

The ‘Leisure Collection’ design was tailored to reflect its unique location and vibrant entertainment offerings. Comprising ‘The Retail Boulevard,’ ‘Promenade,’ and ‘Water Theater,’ it exuded a bespoke charm characterized by a vibrant turquoise color palette.

Luxury Real Estate
Piramal Mahalaxmi
Corporate
Osus
Hotels & Resorts
Nurai Island