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Al Wa'ab City 2013 REBRAND 100 > distinction

Enterprise Rebrand
Country Base: Qatar
Industry/Sector/Keywords: Real Estate, Property Development, Construction, Residences, City Planning, Retail Stores
Below: Before and After Images in Slide Show, Summary, Credits


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Al Wa'ab City - www.rebrand.com/alwaabcity-images





Summary:


Industry Setting
Al Wa`ab City delivers high-quality and genuinely meaningful offerings for residents, guests and visitors alike. A low-rise, low-density development with a true sense of place, Al Wa`ab City is strategically located in Doha. Surrounded by main arterial roads, it is close to the planned metro and next to some of Doha`s premium schools.

Challenge
• Key issue for Al Wa’ab City was to restart the project after stalling due to poor management and positioning
• Transform the perception of a ‘private, Qatari suburban development’ into an ‘open, inclusive, lively development’
• Transform a prestigious, upscale and ‘quiet’ brand into a lively, energetic mass-market (expat and local) offering
• Transform perceptions that the ‘brand is only for rich Qataris’
• Enliven developer interest in new sub-development opportunities
• Use live marketing channels to bridge the gap between owner and developer community
• To become top of mind in sub-developer market

Strategy
• New vision “to inspire positive development” drove upbeat tonality
• New values of Partnership, Responsibility, Progressiveness to drive qualitative expression and content tonality
• New strategic perception platform of ‘open’ (for business, for progress, for you) drove the creative expression
• Logo represented ‘city of life’ – each layer an expression of the city. We saw a ‘city’ as a living breathing entity made up of lives being lived, celebrated, not a static construction of materials and infrastructure
• All zones in the city were given an identity to enable resell to sub-developers
• Relaunch the brand at Cityscape Doha — a key developer market event — to attract the highest attention level at the show
• Create a design language that shows the dynamic nature of the brand, a new step forward from the private and reserved position of the previous brand
• Illustrate the different development opportunities through an extensive naming and identity architecture – there is opportunity for many to develop on this platform
• Use inclusive (expat and local consumers) and lively imagery to express the new brand position across key collaterals

Result
• Relaunch of the brand had major impact on the Doha market
• Unprecedented attention was received from developers at Cityscape, Doha
• Key signing of new developers was achieved
• Once stalled development is now firmly back on track for successful delivery


Credits:


Client: Al Wa'ab City - www.alwaabcity.com

Brand Strategists/Designers: Unisono - www.unisono.bh

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