Bold, imaginative, brilliant. Visionary.
Uptown Dubai
The brand strategy and brand architecture for Uptown Dubai was created to bring to life the groundbreaking vision of a Dubai developer, DMCC - Uptown Dubai, the new heart for Dubai, with 7 iconic towers and a magnificent plaza.
Full of creativity and imagination, the strategy provided the foundation for creative brand narratives of different components.
The brand architecture allowed the subsequent sub-brands, to have their individuality while embodying the essence of the main brand, Uptown Dubai.
Storytelling and copywriting was inspired by the vision of DMCC, and the playfulness of the strategy and the lifestyle.
Uptown Tower
Positioning, storytelling and copywriting for Uptown Tower - an 81 story masterpiece designed by AS+GG - embodied the tower’s impressive and differentiating aspects, while remaining coherent with the main Uptown Dubai brand.
SO/ Uptown Dubai
The brand strategy, storytelling and copywriting for SO/Uptown Dubai Residences and Hotel balanced the recognisable joie de vivre, glamour and playful tone of voice of the SO/ brand with the tower’s bold design of and the brilliant vision of the developer, DMCC.
