Emaar Properties Brand identity

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One of the world’s largest real estate companies, Emaar has several major real estate projects under development in Dubai. Emaar is also currently moving into emerging markets including Egypt, Morocco, the Kingdom of Saudi Arabia, Syria, Tunisia, Turkey, Pakistan and India. While continuing to expand its core business of real estate development, Emaar has diversified into related business such as retail, education, hospitality and facilities management.

With so many diverse projects and interests, Emaar needs differentiated identities for each of its landmark developments, which also continue to build upon the corporate brand.

Distinct and powerful identities

It is critically important that the project and company brands we create are powerful and distinct to enable them to compete in a crowded property market. Each identity has to meet the high standards set by the Emaar name.

Understanding the Emaar brand

"We have a deep understanding of the Emaar brand and, for each project, we delve deep into the details of the project – understanding the masterplan, architecture and examining the profile and psyche of the target audience," says CEO, The Brand Union, Dubai Hermann Behrens. Using this information, we create a brand that is distinct to each project while also remaining true to the overarching Emaar philosophy.

Working with the client

We work in close collaboration with Emaar’s marketing, development and sales people to ensure that we balance the powerful corporate brand with each distinct destination brand. The Emaar brand stands for delivery, understanding of consumer and innovation in development so it is vital that this is realised in each identity we create for Emaar’s projects.

Our design team becomes immersed in each project with creatives involved from the very beginning.

The work we did for 29 Burj Dubai Boulevard illustrates our commitment to the Emaar brand philosophy while creating a differentiated identity that is unique to the target audience. As Emaar’s most ambitious project to date, the US$20 billion Burj Dubai Downtown development, which comprises the Burj Dubai - the tallest tower in the world, needed a unique identity for its luxury towers designed by world-renowned architect Frank Williams.

"We looked at the project from a luxury brand perspective," says The Brand Union's Executive Creative Director Matthew Laubscher. "The brand we created emulates fashion brand as it is about what buying this into this development says about the person."

When Emaar entered Egypt with its Marassi project, a massive masterplan community, it was important that the brand we created reflected the destination itself as well as the project offering. The identity created, based on the concept ‘truly somewhere else’, allowed us to do this. We create a stylish new brand based on the essence and natural beauty of the destination itself.

In October 2006, Emaar Properties was awarded 'Best Developer in the UAE' for the second consecutive year at the Euromoney Real Estate Awards. Emaar also won the 'Best Developer in Egypt' award, a reiteration of the company’s international expansion strategy of developing luxury master-planned communities in key emerging markets.