MERAAS
Meraas is a pioneering urban developer in the UAE. They showcase a unique portfolio of developments that break the mould in the region by placing people at the centre of their brand story.
The strategic positioning for the new brand looked to shift the organisation from silent developer to a 'connector' speaking directly to their audiences. This strategic work realigned Meraas’ portfolio, creating a system that organised and simplified a vast number of urban developments, products and services around the needs of their customers.
The design system was centred around a simple language, built from an open square frame, allowing each individual development to have a unique expression. This functional system formed a distinctive visual style and articulated the basis of a characterful urban language.
The series of bold, simple elements were used across a range of assets from icons, patterns and typography, and were brought to life in tone of voice, photography, sonic elements, physical spaces and digital platforms.
Neighbourhoods
The design system allowed flex for each neighbourhood to display it’s own individual personality.
