Majid Al Futtaim

A human response to Dubai’s evolution

The brand blueprint for a new community

With a plot of desert land as inspiration, Winkreative helped Majid Al Futtaim Communities – one of the leading developers in the Middle East – define and articulate their vision to guide masterplanning for an ambitious new development. We built the positioning and identity around a sense of community and cultural life. The name, Tilal Al Ghaf, was inspired by the ghaf tree, an enduring symbol of life and growth in the UAE. Our work resulted in the formation of the foundational pillars for the project’s masterplan, and provided a clear brand blueprint for all stakeholders and future hospitality and retail tenants.

A flourishing community

We produced a vibrant, 90-second animation following a day at Tilal Al Ghaf, from business meetings to a birthday picnic. The film was an integral part of the launch campaign, appearing on the brand’s website, social media, in its marketing suite and at industry events.

What makes a place?

Preface to a Place outlined the guiding principles for Tilal Al Ghaf. Alongside brand guidelines, three thought-leadership essays provide insight into the wider context of the development and define the necessary ingredients to build a thriving urban environment.

We want to give this city what it craves: a neighbourhood that oozes charm, life and community, and which makes its residents proud to call home.

Preface to a Place

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