DIFC Developments

From global financial services innovator to shaping the future of urban living.

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The challenge

DIFC plays an integral role in supporting the future economy. DIFC believes that the design and experience of the urban environment where people work and live, is critical to fostering innovation, wellbeing, and sustainability. To date, DIFC has built and managed the existing real estate for the DIFC destination.

However, with the DIFC 2.0 destination set to break ground, DIFC needed to capture and articulate its distinctive approach to development and create a brand platform for its future masterplanning activities.

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How We Worked

We partnered with DIFC to articulate a masterplanning brand that aligns with their ambition to lead in urban development. Through collaborative workshops and iterative development, we refined the story, positioning, and identity, always mindful of the equity in the existing DIFC brand, while creating a new brand fit for purpose in the context of masterplanning.

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The solution

The new identity leverages the strength of the DIFC brand, while defining a clear strategy and differentiated expression for DIFC Developments. The brand combines architectural precision with vibrant visual storytelling to create an identity that flexes seamlessly across platforms, from digital to experiential, reinforcing DIFC’s role as an urban master plan developer.

We also created a framework and endorsement system for the communications and marketing of products—from entire districts to specific experiences and individual towers—ensuring each expression builds the DIFC Developments brand.

The Results

DIFC Developments relaunched as a master planner and developer of a vibrant urban destination that promotes innovation, harmonious living, and sustainability. 

Urban life.

The future is here.

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PROJECT DELIVERABLES

Brand Positioning
Brand Identity
Brand Architecture
Naming
Messaging Framework
Brand Guidelines