The Residences
Brand Strategy, Brand Naming, Brand Expression

Dubai, UAE

Crafting a brand strategy that marries quality driven developers  with the exceptional experience delivered by the operator

 

INSIGHT

Building a collection

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.

Upon starting, it was clear to us the brand needed to be linked to One Palm. (The sister development situated on Dubai’s iconic Palm Jumeriah.) As such, we needed to craft an overarching strategy for Dorchester Collection in Dubai and then individual value propositions for the separate properties.

IDEA

The Difference

We crafted a positioning for The Residences, built around the property being a Dorchester Collection first. This laid the foundation for the key messages that were set against the value-adds and proof-points of the overarching shared brand.
With the conversation shifting to compelling lifestyle benefits, experiences, moments and reasons-to-buy. We then created tools for cascading this solution to sales agents, and a full customer journey for embedding it into the sales centre experience.

IMPACT

Repeat business

Sales have since exceeded expectations at both developments, and Omniyat has now returned to us to commission new brands for a third and forth development.