The Luxury Living

Brief

Damac Suites & Spa
Branding

Real Estate | Rebranding | Image Building | New Markets

THE CHALLENGE

Damac was one of the first private developers to enter UAE’s real estate sector. Over the years it had identified its niche and strategically positioned itself as a luxury real estate brand. Damac’s branding however did not reflect its current luxury positioning. Additionally, Damac was launching sub-brands such as ‘Akoya’, and its own line of luxury serviced apartments. The challenge was to present these multiple brands as part of a single entity while retaining their individual brand position and offering.

THE METHOD

Before commencing with the branding, we first rationalised the brand’s structure. Once the structure was agreed upon, we got down to designing the branding that could be carried throughout the brand structure and across a cross section of elements.

THE IDEA

To communicate the new brand structure, we developed an iconic ‘D’ that is now used as the brand signature across all Damac elements. Its 3-D look and finish reflect the elements of superior luxury and leadership that are key pillars of the brand.

THE RESULT

The rebranding exercise helped Damac to consolidate its positioning as a luxury brand. The brand structure also allowed the brand owners to position each individual property in the right manner.