“A brand is only worth what it means. What a brand means to its audiences is its true identity, and this translates into the value added to what the brand objectively is.”
— Joan Costa.
“A brand is only worth what it means. What a brand means to its audiences is its true identity, and this translates into the value added to what the brand objectively is.”
— Joan Costa.
To soften the imposing load of the name “Dubái” and adapt it to a community and residential environment, a script typeface was implemented. The fluid and human strokes of the lettering bring closeness, warmth, and an organic quality, connecting the project with the private development’s green areas and reducing corporate stiffness.
The isotype abstractly fused the silhouette of the iconic Burj Al Arab with the structure of a modern five-level residential building. The rising curved lines not only communicate the height and technical equipment of the project (such as the elevator and the top roof) but also symbolize the progress and social evolution of the buyers.
The use of bright gold or metallic colors that would have felt artificial for the sector was avoided. Instead, a textured palette of earth tones, ochres, and olive greens was used, achieving an elegant yet sober, mature aesthetic deeply integrated into the Valley’s nature.
“The brand is the core that integrates everything. A strong, well-valued, known, and properly managed brand is a first-rate strategic tool.”
— Joan Costa.