Repositioning one of the Middle East's leading real estate brands. Seven was asked to create a brand strategy that would reflect the Aldar way of doing business, a set of values, a culture, a community of like-minded people. And to create a group brand that could transcend any sector, that was future-proof in that it would be relevant to anything that Aldar might turn its hand to in the future.
Aldar are known across the Middle East for their real estate development projects but the business has come to stand for so much more and they wanted the brand to reflect that globally. We worked with Aldar to reposition their brand to encompass all the other things that Aldar also offers from property development to retail and hospitality to education. We repositioned the brand around the new brand strategy encapsulated in the phrase “Live Aldar”, a proposition that promised “Well-Designed Communities Where People Can Thrive & Prosper”.
We interviewed all of Aldar’s top management in order to understand their business objectives and translated them into a set of brand values. We brought the brand strategy to life through a brand blueprint document and a set of internal communications aimed at helping everyone at Aldar to understand the meaning of Live Aldar at launch: Human-centricity, Positive Impact, Well designed living.
We worked on the brand visual identity, updating the brand assets (whilst retaining all of the equity in the brand) and creating a set of world class brand guidelines covering everything from brand to brand architecture, signage and interiors.
As part of the launch of the new brand, we worked on an internal brand campaign called Episodes in which we created a series of mini films, each interviewing a key person within the Aldar ecosystem, in chic, documentary style, in a series of Episodes about how different parts of the business are changing. The series is a dynamic, striking set of programmes aimed at internal and external audiences wanting a glimpse into the brightest minds behind Live Aldar.
We worked on a number of social media campaigns such as National Flag day and ZHO which we created and edited content for. This flexed across various social media channels.