Nakheel has been responsible for developing 50 per cent of Dubai’s landmass and is the creator of landmark destinations, including the Palm Trilogy, the World and the Waterfront. But it was known for creating developments, rather than developing communities.

Nakheel needed a clearer reputation that would give it relevance in new areas of the luxury market, including retail, hotels and tourism. The challenge was to reposition it as a premium brand with quality offerings to provide a sustainable appeal to its affluent customers and influence with key partners such as Trump International. Internally, the objective was to unify Nakheel’s people through a common brand vision and architecture.

A new story shifted the positioning of Nakheel from developer to lifestyle creator. A simplified architecture provided the foundation for creating ‘one Nakheel community,’ bringing greater efficiency and collaboration between brands and teams. A new identity and integrated launch campaign across a multi media channels strengthened relationships with B2B and B2C audiences.  The brand programme overall gave a new platform for future and sustainable growth.