29 Burj Dubai Boulevard Identity development
| Fact |
Value |
| Contact |
Dubai |
| Client |
Emaar Properties
29 Burj Dubai Boulevard |
| Project |
Identity development |
| Industry |
Property/Real Estate |
| Timeline |
Apr 07 - Ongoing |
| Services |
Brand Idea
Opportunities and Insight Report
Brand Identity
Brand Guidelines
Brand Communications and Collateral
Competitive Analysis
Brand Positioning
|
| Team size |
5 The Brand Union
5 Client |
| Results | |
|---|
Frank Williams is respected and revered for his contribution to the New York skyline, with skyscrapers such as the Trump Palace, Four Seasons, W Times Square, as well as his architectural creations worldwide. Williams’ innovative designs incorporate a refined understanding of modern urban living as well as respect for the local climate and culture of the surrounding areas.
Internationally renowned UAE-based property developer Emaar partnered with world-famous architect Frank Williams to design and develop the exclusive address of 29 Burj Dubai Boulevard, a set of two iconic towers located in the heart of Downtown Burj Dubai, home to the world’s tallest building.
29 Burj Dubai Blvd grabs the heart of the consumer with both hands
Alex John Andarakis, Executive Director of Marketing & Sales, EmaarThe property market in Dubai is already a crowded market segment with established global brands. Numerous new luxury buildings compete for investors’ attention not only in the emirate, but also in the immediate Downtown Burj Dubai area.
Branding the experience
We created a brand that captures the offering and defines the personality, experience and promise of the brand. Only then moves forward to develop the visual identity that is truly representative of the experience.
In particular, we focussed the brand on the people who will live there: young professionals who are career oriented, successful and want an exclusive address in the heart of the city, but also an urban retreat to which they can escape.
Working with the client
“The wonderful collaboration between the respective teams at Emaar and The Brand Union enabled us to break through the clutter and lack of creativity that has started to characterize the real estate sector,” says Emaar's Executive Director of Marketing & Sales, Alex John Andarakis.
“The Brand Union understood that in order to land a successful brand within the UAE and Middle East market, you not only have to win the mind of the consumer, but inspire, motivate and grab the heart with both hands. 29 Burj Dubai Blvd did just that and more.”
An up and coming address
The buildings are not a destination, they are an address on Burj Dubai Boulevard, hence our decision to name them simply “29”. This is deliberately understated, projects a confident mystique and talks the language of a luxury brand. Creatively, we were inspired by the Art Deco architecture style of the project.
The brand development needed to capture this architectural style while remaining contemporary in nature in order to deliver a true experience that the young, successful target audience would expect to receive from such an exclusive address.
The experience is extended across all brand elements, from the brochure and marketing collateral through to advertising and promotional elements, by using back and white images typical of a fashion brand along with focused copy reflecting the essence of 29 Burj Dubai Boulevard.
Epitomising luxury, exclusivity and high-end style, the brand captures the imagination of investors and the general public.
