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