Brand assessment, brand architecture, brand strategy and brand curation to rebrand and reposition MERAAS, following the brand’s merger with Dubai Holding.

The main goal of the brand architecture was to preserve the brand’s equity and reputation of innovation and excellence, while allowing it to grow and develop, particularly its luxury real estate portfolio.

A fresh positioning was created, to allow this iconic Dubai real estate brand to retain its recognisable and lovable core, carry on its legacy of cutting edge design, while elevating the luxury offering to reflect the spirit of Dubai.

The objective of the brand curation was to express and curate the expression of the MERAAS brand and experience, through a range of touch points, including amenities, branded spaces, atmosphere, design, service, sculptural landmarks, and others.