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Enterprise IG has revealed the brand for Emaar’s new Frank Williams-designed iconic towers located in the heart of Downtown Burj Dubai.
“Enterprise IG understood the concept that in order to land a successful brand within the UAE and Middle East market, you not only have to win the mind of the consumer but inspire, motivate and grab their heart. 29 Burj Dubai Blvd did just that and more,” said Alex John Andarakis, executive director – marketing and sales of Emaar, one of the world’s largest property development companies.
With so many new luxury buildings competing for investors’ attention not only in Dubai but also in downtown Burj Dubai area, it was essential that Enterprise IG develop a name and brand for the towers that would enable this property to attract premium investors thereby generating brand-driven business growth.
For this project, master brand builders Enterprise IG used a multi-disciplinary approach to capture the offering, define the personality, experience and promise of the brand and, only then, moved forward to develop the identity that is truly representative of the experience.
“In particular, we have focused the brand on the people who will live there; young professionals who are career oriented, successful and want an exclusive address that is in the heart of the city, but also an urban retreat they can escape to,” said Matthew Laubscher, executive creative director, Enterprise IG Middle East.
“The name ‘29’ is deliberately understated and projects a confident mystique and talks the language of a luxury brand.
“Creatively, we were inspired by the Art Deco architecture style,” he said.
