Brand strategy for CDS Developments, the Dubai and Gulf brand of CDS, one of the largest developers in Russia, with developments across Europe. When the owner decided to enter Dubai, the task was to create a CDS brand for a new context, and for the entire Gulf region.

The strategy began with the foundation, drawing on the legacy and DNA of CDS in Russia. It continued with an overview of Dubai’s developers, trends and opportunities for differentiation, followed by the brand essence, pillars, positioning, narrative, tone of voice and messaging.

The challenge, as for every developer in Dubai, was to stand out in a hyper-saturated market, within the tier the brand works in. The objective was to extend the CDS legacy into the Gulf so that the brand feels distinct, credible and unmistakably its own.