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Nakheel, the Dubai-based world-leading master developer, has unveiled a compelling positioning and new brand promise for its next phase of growth. Supporting the Dubai 2040 Urban Master Plan, which aims to enhance people’s happiness and quality of life, Nakheel will focus on ‘building happiness and prosperity’’.
The rebrand project was developed by Ochre, an independent brand and experience consultancy based in Dubai. They were in charge of creating the brand story, positioningg and architecture along with the visual system.
Reinforcing Dubai as a global destination of choice and positioning the emirate as the best city to live in the world, Nakheel will support the Plan’s goals of providing the highest standards of urban infrastructure and facilities, developing vibrant and inclusive communities, fostering greater economic activity and positioning Dubai as an aspirational city to visit, live and thrive in. And the rebrand is certainly designed to help reinforce this direction.
Nakheel is synonymous with Dubai’s journey of growth. It is renowned for developing landmarks including Palm Jumeirah, The Palm Tower and Palm West Beach.
By focusing on ‘building happiness and prosperity’, the Nakheel re-brand is said to “reflect its focus on the wellbeing and quality of life for citizens, residents and visitors, enhancing communities and building for Dubai’s future, whilst curating meaningful and rewarding experiences.”
The new brand image is more modern, and universal. The brand has lost its local flavour as the company has dropped the Arabic calligraphy that used to come on top of the name hinting at the brand's origin. Although the typeface has changed, the logo is still an all-caps lettering, which gives it a solid and strong image, an authority in this sector. It is also very fitting for the new digital world.
Naaman Atallah, Chief Executive Officer at Nakheel, said: “This is an exciting transformational phase for Nakheel. As experts in waterfront living, we have delivered and continue to deliver on the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai.”
“Nakheel is a pioneer in innovative developments, such as Palm Jumeirah, now a destination within a destination. The re-brand is a natural evolution, whereby we will focus even more on our customers, offering exceptional brand value and creating stronger, more engaging relationships by becoming partners in their experiences. At the same time, we will continue to transform land and water into vibrant, sustainable cities through our internationally recognised developments and unrivalled experiences for all. We are building today for a better tomorrow.”
The Nakheel re-brand campaign will be visible across multiple communication channels including digital, outdoor and social. This multi-format is designed to resonate with residents and visitors, reflecting their own experiences in Dubai, or aspirational experiences they would like to embark upon.
With a strong portfolio of developments as well as an exciting pipeline, Nakheel says it will continue to provide experiential living, ‘build happiness and prosperity’, and attract best-in-class global brands to enhance the quality of life of those visiting and living in Nakheel’s developments, and in Dubai.
