A collection of archived projects
The team conducted research into the brand DNA, identifying opportunities to expand Averda’s core business from waste management to wastewater management, power management, logistics, transportation and other services that comprise the infrastructure of ecosystems.
Brash saw an opportunity to encourage, celebrate and reward business initiatives that increased ‘share of pocket’ and develop a client’s or customer’s lifetime value to the company.
With an ambition to play a global and credible role in innovation and seeking recognition for its significant role in the rise of the Emirates, Dubai’s National Oil Company needed to make visible to its stakeholders, its role, its value and future purpose.
Dubai is focused on growth through happiness as HH Sheikh Mohamed bin Rashid Al Maktoum believes that happy people are able to contribute more to the economy and to the cultural growth of the nation.
Hong Kong’s third largest bank was ready to break away and redefine retail banking to respond to the changing needs of today’s digital consumers.
At Brash, we understood that this meant significant change in product, service and environment - using multiple channels to seamlessly integrate services into customers’ everyday lives.
We understood that this service would act as the cornerstone of KSA’s development into a mature economy, and high levels of uptake would be crucial for the country’s future.
Understanding the stages of the experience (information, interaction, transaction, integration, participation) informed the role and scope of the brand, enabling us to not only connect but also accurately reflect Absher’s future forward strategy.
By challenging the entertainment market through Brash’s original perspective, Trimoo are a pioneer through imagined experiences.
If they can think it, they can create it. Always focused on customer experiences, they will be a leading provider of exceptional and unique entertainment experiences that inspire joy and delight, and – above all – enrich lives. Creating an innovation brand with a broad offering from gaming spaces to edutainment, within all areas of technology in multiple business sectors.
To clarify purpose and optimize buy-in, Brash reviewed the business’ vision and mission, inside out. Virtually all people and goods that enter and exit the UAE come by air, and every single one of these journeys are made possible by dnata's employees.
It’s a unique role that instills a great sense of pride, purpose and responsibility. dnata needed to communicate this to their employees. The brand wasn’t supporting the ambitious vision of its leaders.
Through research of comparable benchmarks from around the world, we realised that the nature of the project as a connecting entity, was the key driving force.
From desk research, stakeholder interviews and advertising reviews, to an in-depth study of Kochi Metro’s future commuters, we determined that this project was emblematic of Kochi’s ambitions for the future – it embodied the city’s hopes and dreams.
Brash conducted forensic research into the brand DNA of some of the world’s best football clubs, including leading European teams, to map out the key ingredients of what makes a truly iconic football brand.
Belgrade, once southern Europe’s strategic jewel, arose where two great rivers converge. For this reason, it has been razed and occupied many times.
We believed that the project that promises office and luxury apartment blocks, eight hotels, a shopping mall and a tower, would revitalize the city’s perception in the eyes of the world - a monumental master-planned district set to restore the city to greatness.
We designed and delivered a full VR car configurator experience for the Geneva International Motor Show. Customers could take a seat in a unique VR pod, featuring luxurious leather seats and HTC vive with controllers.
As the only mall of its kind in Abu Dhabi, we needed to provide a solution to set The Galleria apart from all the other brands through the mall brand itself and the consequent launch campaign ideas.
Silk takes on the shape of whatever it covers, it elevates and adds luxury to everything.
Brash created a world-class brand that weaves together different cultures, and blends different elements to create experiences that are truly extraordinary. Inspired by the exceptional properties of silk – its beauty, its strength, its versatility – Silkari is VIG’s flagship luxury hospitality brand.
Taking this rich authenticity and heritage, Brash positioned the brand very differently to anything else in the ever overpopulated ‘lifestyle’ focused Australian real estate market.
As The Revy is offering a low number of apartments with a high price point, it attracts both the highly successful domestic buyer and the international ultra-rich. Buyers at this level are looking to be inspired. The water, the views, the tranquility - and something tangibly special. Owning here represents both an achievement today and a safe harbour for the future.
The CIM had already conducted extensive research. We reviewed this and added in-depth stakeholder consultations, which together formed the basis of our key strategic insight.
We had to reassert CIM as an authoritative voice and transform it into a formidable influencer. Rather than reflecting practice, the CIM should shape it, becoming a major catalyst for change in the profession.
Following several successful projects together, Tsogo Sun Hospitality Group asked us to review the brand and customer experience of their flagship Seychelles property.
We felt the existing reputation meant there was no need to ‘re-invent the wheel’. However there was a key opportunity. This was to reﬁne the positioning and guest journey, so Maia was even better placed to meet the growing desire for unique authentic experiences and personalisation, driven by rising afﬂuence, changing attitudes and globalisation.
On our mission to maximise business impact, Brash found the perfect partner in OBG. A meeting of minds, passions and business culture quickly led to the formation of a solid long-term strategic partnership, back in 2007. Our unique insights are fuelled and validated by OBG’s profound research, on-the ground intelligence and analytical data.
Founded as a Research Publishing firm by Oxford graduates and originally based in the university town, the Group now publishes authoritative reports and online economic briefings around the world from its offices in Istanbul, Berlin, Dubai and London, and a network of local bureaus in the countries in which it operates.
Brash consulted with the BBC and award winning architects JaK Studio to develop a captivating experience.
Participants in the Listening Project are invited to talk about some of the most intimate aspects of their lives, so it is essential that the environment helps them feel comfortable and open. A booth was identified as the most effective format to warrant some privacy and mobility, stimulating a conversation whilst attracting a bigger crowd.
Brash was asked to create a brand that is distinctive, authoritative yet sufficiently flexible, able to stretch across a wide audience group and diversity of the mall.
12.1 million sq ft, comprising 1200+ stores, 160 F&B outlets and some of the finest hotels. At the same time, The Dubai Mall brand had to be created as an integral part of the Downtown Dubai brand, dictating a rather monolithic brand approach.
Envisioned to be Dubai’s new city centre, it was clear this should be a destination brand like no other; not a walled destination but a dynamic and iconic experience brand.
Designed as the ultimate space for Live-Work-Play, it would have to express the essence of downtown living; a cosmopolitan, savoir-faire and fully immersive experience. The brand’s role would be to evolve into a descriptor and locator for the new centre of Dubai.
In 1902 when it first opened its doors, the St James’ Court hotel was one of the finest in London, welcoming distinguished visitors including guests of the neighbouring Buckingham Palace.
This illustrious history is immediately apparent from the imposing architecture, with its ornate brickwork and carvings, and the courtyard with its frescos of scenes from Shakespeare. Few other hotels boast such unique and authentic details. So why not use it to restore that sense of place so often lacking in international hotels?
Being the flagship project for Piramal Realty, it was imperative that Piramal Aranya presented and amplified the greater ambition and vision. Our challenge was to create an opportunity in a saturated market in South Mumbai, India.
In recent years, sleep tracking apps and smart watches have encouraged people to look afresh at the beneﬁts and patterns of their resting hours. In China, there’s been particular interest in the link between sleep quality and productivity, especially among afﬂuent consumers.
These trends inspired leading bedding manufacturer DeRucci to ask us to modernise and streamline its brand.
With our challenge identified, we embarked on an intensive journey with the Gama Aviation team, employees and clients to elicit new ‘truths’ about the business' purpose and value.
To develop its first ever vision, mission and values (VMV), we based it around a core idea of ‘Intelligent Aviation’ whilst ensuring optimal buy-in at all levels for successful activation of the brand programme. From shareholders to air charter clients to Government procurement departments, Gama Aviation will fight people’s heads and hearts to earn their trust.
From research we learnt that our target audience is continuously seeking memorable experiences with services that can be morphed for individual needs.
At the same time, we realised that conversation is a trade that hairdressers generally master well, naturally evoking bespoke experiences. As the ‘art of conversation’ is best performed when people meet, we felt that the retail space had to be purposefully designed to entertain and socialise.
Following Brash’s launch of London’s most desirable development ‘Chelsea Barracks’, the Qatari Diar team invited Brash to help reposition and re-energise their master development in Qatar; ‘Lusail City’ and create brands for the key experiences: Al Seef, Boulevard and Plaza.
Lusail City highlights the great urban development of the State of Qatar, developed over 38 square kilometers with integrated services and an advanced infrastructure. With Lusail’s City Stadium appointed as the designated location for the opening ceremony for the 2022 World Cup, it was clear that beyond a brand refresh, there was a clear opportunity to showcase Qatar’s innovative spirit to the rest of the world.
When Barkli Corporation partnered with American architect Robert Stern on a pair of residential towers in the heart of Moscow, we knew the project would be something special.
Featuring 154 apartments, a sports complex, shopping area and children’s centre, the 17- and 18-storey towers marked a distinct departure from other luxury developments on Moscow’s Golden Mile.
The scope of this project was exciting: a major regeneration in one of Dubai’s oldest districts. The client was keen to position it as a totally new and standalone development, focused entirely on the details of what was being built.
Amman in Jordan was chosen by Ritz-Carlton as the location for its inaugural branded residences product in the Middle East. Spread across a 20-storey tower, 90 luxurious homes will elevate the concept of private ownership and living by combining it with the distinctive amenities and facilities of the adjacent The Ritz-Carlton Hotel, plus its world-renowned service and opulence.
Msheireb Properties - part of the Qatar Foundation - was formed through transformational thinking with the purpose to redevelop Doha whilst challenging pre-conceptions of urban living. This destination was set to encourage an improvement of social dynamism, cultural awareness and quality of life, whilst lowering the environmental impact of life in a 21st century world.
When our long-time client Emaar entered a JV with Giorgio Armani, the branded residences concept was still relatively new. We therefore needed to create a sales experience that would not only capture global buyers’ imagination, but also set a trend for other luxury brands to follow.
This was also an unforgettable opportunity to collaborate directly with Giorgio Armani himself. He was personally involved in every aspect of the project, meeting with the Brash team and signing off every deliverable.
Through creating the brand for the Burj Khalifa, Emaar became our first-ever client. It was a meeting of entrepreneurial minds that started in 2006.
Once the Burj was built and the brand launched, Emaar needed a long-term partner who could ensure they continued to ‘own’ the story of developing Dubai.
Chinese developer Wanda Ridong wanted to ignite a new era of growth and development with its Gold Coast property. They sought our help to position Jewel as a masterfully-crafted asset for global buyers, as well as a catalyst for the local community for generations to come.
When a successful entrepreneur from one of the world’s best-performing private equity groups came to Brash with a vision for a world-class integrated residential and wellness destination in Italy, we felt both honoured and excited to help him get the destination on the map.
Dubai’s central business district is delivered through the Dubai International Financial Centre brand. They wanted to create a new retail spine to link key areas, but were keen to avoid the syndrome – common to most CBDs – where such areas are only really active during working days.
Developer Omniyat commissioned Brash to help market a pair of luxury super prime developments in Dubai. Each was also a partnership with hospitality operator Dorchester Collection, who would provide services and facilities to residents, in its ﬁrst-ever venture into the MENA region.
Brash worked with the Omniyat and Dorchester Collection, to help market a luxury super prime development in Dubai. The Residences, which is linked to The Lana hotel, was the Dorchester Collection’s ﬁrst-ever venture into the MENA region.
After successfully working together on One at Palm Jumeirah and The Residences by Dorchester Collection, UAE-based developer Omniyat once again partnered with Brash to create the brand for AVA at Palm Jumeirah.