Dubai’s real estate market is undoubtedly booming, which also makes it oversaturated; and not all developments get the spotlight that they deserve. They sit on their respective plots, housing world-class amenities and unparalleled durability – but with ill-fitting branding and marketing approach. This is where Evolutions changes the game; we believe that each project needs life breathed into it through marketing the lifestyle it comes with.
People move across cities and communities to find a fresh start, buildings should paint the picture of the lifestyle a new tenant would lead, because its less about the space and more about the comfort and opportunity for growth and change.
In the world of Real Estate, your portfolio is limited to your contribution to the skyline. That is your branding, and a mark of your reputation as a developer; the logo, name, and slogans are all secondary branding assets. So, the role of branding and marketing ditches its traditional shape and takes on a new persona in our industry.
People move across cities and communities to find a fresh start, buildings should paint the picture of the lifestyle a new tenant would lead, because its less about the space and more about the comfort and opportunity for growth and change.
In the world of Real Estate, your portfolio is limited to your contribution to the skyline. That is your branding, and a mark of your reputation as a developer; the logo, name, and slogans are all secondary branding assets. So, the role of branding and marketing ditches its traditional shape and takes on a new persona in our industry.
Importance of Identity
Branding is the soul of the development, it paints the story to potential buyers, investors, and community. It answers ‘why’ rather than ‘what.’
Giving a project an identity is the easiest way to make sure it stands out in the market, earning its well-deserved spotlight. Keeping it memorable, appealing, and unique ensures that whether it’s a branded residence, a beachfront villa, or a sustainable community, the project exudes exclusivity. Furthermore, curating an identity for a project makes it relatable, bridges the gap between the everyday lifestyle and an ideally attainable one – bringing the human aspect that turns a unit into a home that thrives.
Moreover, a cohesive brand depicts a well-articulated vision; showcasing the developer’s commitment to professionalism and quality; eventually gaining the trust of investors, tenants and community.
Giving a project an identity is the easiest way to make sure it stands out in the market, earning its well-deserved spotlight. Keeping it memorable, appealing, and unique ensures that whether it’s a branded residence, a beachfront villa, or a sustainable community, the project exudes exclusivity. Furthermore, curating an identity for a project makes it relatable, bridges the gap between the everyday lifestyle and an ideally attainable one – bringing the human aspect that turns a unit into a home that thrives.
Moreover, a cohesive brand depicts a well-articulated vision; showcasing the developer’s commitment to professionalism and quality; eventually gaining the trust of investors, tenants and community.
Great branding doesn’t just highlight square footage; it sells a lifestyle and a dream.
By tapping into these aspirations, you define whether a resident will adopt resort-living, urban sophistication, or even exclusive privacy.
The EV Approach
What makes Evolutions completely unique is our 360-degree consultancy. This includes an in-house team that develops all visual branding assets, and formulates the tonality of the messaging, completely done months in advance of the launch. Undoubtedly, this is a meticulous process that involves expertise coming together to create the perfect lifestyle-driven identity. We’re breaking down the process in 4 simple steps.
Step 1: Market Research
This is when the much-anticipated site study takes place, to understand the fabric of the community we’re about to launch into; immersing our team in the lifestyle the community offers. It doesn’t end there, we hold extensive discussions with collaborators like engineers, architects, and interior designers - all of whom contribute to a rich exchange of expertise, and all parties leave satisfied by understanding what they’re doing to give our project a competitive edge; and to possibly filter unique selling points from the beginning.
The exact plot, community, building structure, number of units, square footage and more is all determined in this crucial stage; acting as the foundation, as the remaining life cycle of a property unfolds.
The exact plot, community, building structure, number of units, square footage and more is all determined in this crucial stage; acting as the foundation, as the remaining life cycle of a property unfolds.
Step 2: Development Consultancy
Phase 2 is where we define the basic specifics by asking ourselves this simple question: what kind of lifestyle would an investor or tenant have here? This is what drives us to create a strategy rooted in value, information, and creativity.
In the development stage, the design of the building, the amenities, specifications, and finishings are determined through meticulous research. With an absolute commitment to deliver the very best, all these factors are finalised through weeks of preparation, brainstorming and endless productive conversations with experts in each field.
In the development stage, the design of the building, the amenities, specifications, and finishings are determined through meticulous research. With an absolute commitment to deliver the very best, all these factors are finalised through weeks of preparation, brainstorming and endless productive conversations with experts in each field.
Step 3: Visual Identity
This is where the traditional branding assets are created. Everything from the logo to the typography is officially finalised, this is when the wheels begin turning and the assets begin taking their shape.
The visual assets work together with the storytelling; the assets are meant to reflect the story with authenticity and appeal. Ensuring the correct colour palette is used to invoke specific emotions, the team begins pairing the correct design with the perfect written content.
The visual assets work together with the storytelling; the assets are meant to reflect the story with authenticity and appeal. Ensuring the correct colour palette is used to invoke specific emotions, the team begins pairing the correct design with the perfect written content.
Step 4: Brand Touchpoints
To create the seamless experience, our assets are disseminated physically and digitally; allowing clients to be immersed however they feel best. From brochures, to websites, and billboards; we allow our projects to become the centerpiece of the community while enjoying the spotlight around the city.
The Future of Real Estate Branding
Real Estate branding is often seen as visual assets just being plastered on several buildings and billboards, but it goes far beyond that. The current landscape of branding in real estate is tailored to meet the appeal of evolving buyers who consider everything from the location to the lifestyle, rather than just the returns.
Furthermore, Dubai has seen a notable rise in the phenomenon of ‘place branding’ which is the type of storytelling that turns developments into communities and neighbourhoods. In the current digital era, staying ahead of the curve is possible through innovative storytelling, and the best industry to practice this is real estate.
Furthermore, Dubai has seen a notable rise in the phenomenon of ‘place branding’ which is the type of storytelling that turns developments into communities and neighbourhoods. In the current digital era, staying ahead of the curve is possible through innovative storytelling, and the best industry to practice this is real estate.