Developer to lifestyle creator

Nakheel was known throughout the world for taking on the most extraordinary construction challenges, developing half of Dubai and creating the talked about resorts of the Palm Trilogy, the World and the Waterfront. The challenge for Nakheel was to move the conversation on from the awe-inspiring scale of its building projects to the value of the communities it was creating. It needed to forge a reputation with partners in luxury retail, hotels and tourism to make its developments a true success.

A sustainable brand vision

Our brief was to create a brand for Nakheel that spoke of quality and sustainability, a credible partner for players like Trump International and one that appealed to wealthy individual investors.  It also needed to unite the company internally behind a common brand vision.

Opening chapter of a new story

We helped Nakheel forge a new brand story that shifted the company’s positioning from developer to lifestyle creator. A simplified brand architecture brought it together as ‘one Nakheel community,’ internally, bringing greater collaboration between teams and creating the system for endorsing the 18 resorts in the portfolio. A new identity and integrated launch campaign across multi media channels strengthened relationships with b2b and b2c audiences, giving a platform for the next stage of development.