Beats

Nakheel unveiled a compelling positioning and new brand purpose for its next phase of growth. Join us behind the scenes of the making of the Nakheel rebrand.

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By focusing on ‘building happiness and prosperity,’ the Nakheel rebrand focuses on the wellbeing and quality of life for citizens, residents and visitors, enhancing communities and building for Dubai’s future, whilst curating meaningful and rewarding experiences.

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The rebrand project was done in consultation with multiple departments and with the input of colleagues across the organisation. As part of the rebrand, a new brand strategy, story, tone of voice, design system and campaign supporting Nakheel’s evolution to become a customer centric brand was developed.

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The rebrand image is modern and universal, and fitting for the digital world. Although the typeface has changed, the logo is still in all-caps lettering, which gives it a solid and strong image, as an authority in this sector.

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The rebrand is a natural evolution, whereby we will focus even more on our customers, offering exceptional brand value and creating stronger, more engaging relationships by becoming partners in their experiences.

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You may have seen the campaign across multiple channels in Dubai, such as digital, outdoor and social. This multi-format is designed to resonate with residents and visitors, reflecting their own experiences in Dubai, or aspirational experiences they would like to embark upon.

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As a reminder, the Nakheel brand purpose is:

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Building happiness and prosperity

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And the Nakheel brand values are:

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We think big,

We deliver,

We serve,

We are one

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Our new brand values and brand purpose can be seen throughout everything we do. The new brand is also accompanied by some visible elements, which we are very proud to call our own, unique to us.

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Nakheel Font: The new Nakheel font has been crafted especially for Nakheel using F37 incise as the base font. The Arabic font was created completely from scratch based on the characteristics of the English font. A special logo font was also created and is being used across Nakheel’s master communities.

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Advertising Campaign: The Nakheel rebrand campaign involved live audience and street style photography of some of our communities and destinations, with a brand video and brand manifesto which you would have seen across the teaser and launch campaigns. You may have seen some familiar faces from Nakheel Sales Office and Nakheel Mall Offices as part of the launch campaign and videos.

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Future: We are working on creating a new sonic branding for the Nakheel brand, which is a unique signature sound that will accompany our brand. We are also working on creating a Nakheel scent - a novel scent across our destinations.

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We still need your support for the successful implementation of our brand. Please ensure that all imagery, logos, design or branding is approved by our Corporate Marketing team before final use anywhere. All approved brand assets are available for download from www.brand.nakheel.com.

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Please get in touch with the Corporate Marketing team,  Sarah.Nash@nakheel.com  and Lavlesh.Bhoorani@nakheel.com for further information.