Central Market Destination branding

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For more than 40 years, Central Market was a thriving souq – a focal point for citizens and tourists. A landmark project for both ALDAR Properties and Abu Dhabi, the new Central Market will redefine the centre of Abu Dhabi while respecting its heritage. Rejuvenating the heart and capturing the soul of the city, Central Market is a true mixed-use development, catering to booming business, retail and residential demands of the United Arab Emirate’s capital city.

The project had to appeal to two distinct markets – the middle-to-upper class of locals and expatriates as well as the people of Abu Dhabi who have a strong emotional connection to the original Central Market as being at the centre of their life. We needed to ensure we retained this bond as the essence, but captured the prestige and excitement of the new development.

An integrated approach

To provide a total brand and communication solution, The Brand Union developed the brand personality and worked in partnership with ALDAR’s communication agencies JWT and Buchanan ME to ensure all brand communications were in synch with the brand strategy.

A contrasting solution

We developed a bold brand that epitomises the contrast between a respect for heritage and a passion for the future.

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The result of good teamwork

“The team's problem-solving skills are outstanding. Moreover, they provided clear and tangible metrics for every phase. Every team member is passionate about the work they do and this shows clearly in the unique results they produce,” says ALDAR Properties’ Marketing and Media Director Ousama Ghannoum.

“The brand identity features an intricate Arabic pattern that forms two faces, one conscious of the history and the other looking forward to the future. The visual communication balances this contemporary imagery that is loud, cheeky and dynamic to create a statement about the future and how the destination will impact on Abu Dhabi – it will never be the same,” says The Brand Union’s Executive Creative Director Matthew Laubscher.

“The mix of strategic advice, original creative design and prompt operational delivery has been instrumental in the successful launch,” says ALDAR Properties’ Marketing and Media Director Ousama Ghannoum.