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The Fields at MBR City - Dubai

Ever been to a place that is masterfully curated where a distinct sensation is felt? The Fields at MBR CITY is one of G&Co’s integrated master planned community developments. We were briefed to carry out a 360-degree brand roll-out from conceptualisation to implementation for the parent brand and its sub-brands.


  • Client: G&Co

  • Industry: Real Estate

  • Location: Dubai, UAE


  • 3D Renderings & Site Photography

  • Brand Architecture

  • Brand Audit

  • Brand Identity

  • Brand Strategy & Positioning

  • Brochure & Collaterals

  • Digital Strategy & Website

  • Print, Outdoor & Digital Campaign

  • Project Film

  • Sales Centre

  • Site Hoarding

  • Stationery Package

  • VR Experience


Developing a new brand

Our strategy was to organize the project into four different chapters where each chapter was directly related to a particular project phase comprising of a unique set of concepts such as ‘Purity’, ‘Essence’, ’Energy’, and ‘Desire’. The Fields served as an umbrella brand for the subsidiary brands.


The inspiration for visuals

The brand strategy revolved around the philosophy of ‘sensorial voyage’ where one is set on a journey to awaken the senses and to discover unique flavors, textures, scents and colours. The Fields would represent ‘The journey’ whereas the multiple paths and experiences along the journey would represent the subsidiary brands at The Fields.

The Brand mark

We chose ‘The Fields’ with a locator descriptor of MBR City for the brand mark so as to increase the visual strength and add value to the subsidiaries. The sowing structure of green fields along with the paths associated to them inspired us to develop the brand symbol.

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Liveable Community

Positive experiences with our fellows in the community and the environment that surrounds us.


Surrounded by nature

Nature flowing inside-out & outside-in. Relation with the ambiance & ecosystem.


Connected experiences

A hub for communities, a focal point for activities. Active, vibrant and youthful attitude reflected in exciting experiencies.

The Typography

We chose a sophisticated, approachable and readable typography to evoke the brand positioning of ‘Inhabited by senses’.

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The Colour Palette

The neutral, bright and dark colour palette gave a balanced, approachable and exclusive look.



Light Green












Photography Style

The photography style was guided to portray serene shots that are close to nature.

Brand Application Examples

The Fields sowing structure inspired us to develop the brand application to bring the concept to life. The brand elements and patterns were well depicted on the collaterals.

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The Sub-Brands

To give distinctive character to each sub-brand, we used a colour-coded moodboard and divided them into different chapters.

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The spirit of harmony, light and space is evoked in the collaterals and design of the Viridian project as it belongs to the ‘purity’ phase of The Fields master plan development.

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Inspired from the precious green stone and jade plant, the collaterals of the Jade project reflected exquisite beauty as it belonged to the ‘Purity’ phase of The Fields master plan development.

3D & Visualization

We developed a full package of photo-realistic renders with storytelling images for The Fields and it’s subsidiary brands to evoke the brand essence of ‘Inhabited by senses’

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