Evolving the brand to signal readiness for UAE’s vision 2071 and to adequately respond to increasingly complex global dynamics.
The UAE is awash with developers, from major Govt and semi govt entities to large private developers down to sole developers creating perhaps 1 residential tower. Luxury is the buzz word and the market is very undifferentiated in terms of positioning and product. And though research and benchmarking their was a clear gap in the market for a boutique design led business that had credibility and expertise from the get go, with a strong international flavour.
A strong and dynamic leadership team with world class experts and ecosystem with a pedigree and with it trust, saw that gap and the Ellington brand and business was born, a brand who’s name and identity was created to deliver that boutique, classic and style led organisition that was yet contemporary.
The brand had to capture the notion Ellington build residences for people who truly appreciate design—from first principles to the last detail. Homes that can express their owners’ taste, refinement and aspirations. Classic in feel, but contemporary of vision. “Because living well is an art to be savoured”.
This was as much about changing the market mindset, the Ellington way offered a new alternative to luxury living and evoke a new kind of emotion and differentiation not available anyway in the market. A more Generation Y focused brand that captured their changing attitudes and search for authentic true experiences – simply put ‘the curator of discerning quality’.