Real Estate

The decision for a customer to buy a property starts well before they speak to an executive, it happens over a sequence of events, each one building on the last. It builds with every touchpoint experienced by the customer, and we design the real estate branding accordingly.

Before the build even begins, construction hoardings go up around the site, and it’s about what it communicates. Is it bold? Does it communicate the scale of what’s coming? Is it generic? We make sure it differs. Tower cranes need to be visible from a kilometer away, scaffolding wraps at an active construction site also need to act as a brand statement; we understand it, and we build for it.

Even the flags, we ensure they don’t fade in the sun or curl at the edges due to the wind. We produce metallic, illuminated flags that are visible in the dark, in the rain, and from the road at top speed. When a potential buyer drives past a DAMAC site at 11pm and those flags are still standing, lit, still carrying the brand with authority, that is not an accident. That is a decision made in a production meeting weeks earlier, and we make that decision.

The branding of a sales center is an element of the buying journey that can turn conviction into commitment. Every element of the room is predetermined, even the minute details such as the weight of a brochure, the texture of the cover and the physical quality of the print. These components need to feel premium as it adds on to the whole experience, and it isn’t something that can be fixed with compelling copywriting.