A deliberate shift from property development to lifestyle

27 February, 2024

In 2014 Brash created and launched Ellington as Dubai’s new and most promising design-led property developer brand. Since, it has made every effort to establish its niche position in the market, attracting many awards and admirers in the industry as a result of its unique design-led approach, a true commitment to world class quality and immaculate development and execution processes.

Having built reputation quickly, the time had come to deepen the unique brand proposition by shifting the focus to the Ellington community and postion the brand as the enabler of a premium design-led lifestyle.  For this, Brash curated a bespoke campaign ‘Live by Design’ to express what it means to be part of the Ellington community, denoting the exclusive, artistic, smart and elegant characteristics of the design-led brand.

As we understood it would require extraordinary visuals to pay tribute to the bespoke and exclusive nature of the brand, all footage was shot in carefully selected locations to capture lifestyle with the most stunning backdrop landscapes, portraying Ellington Lifestyle as a true form of art.

The campaign shows the maturity of the brand where it no longer relies on its property assets, but instead leverages its reputation and focusses on the very spirit it represents. This will ultimately enable Ellington to pivot into new areas of business as a brand of esteem and loyalty.

 

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