Aldar Properties PJSC, is the leading real estate developer in Abu Dhabi, and through its iconic developments, it is one of the most well known in the United Arab Emirates, and wider Middle East region.
Aldar develops exciting and innovative projects, such as the internationally recognised HQ building situated in the Al Raha Beach development, the Gate Towers in Shams Abu Dhabi on Al Reem Island, in addition to Yas Island's F1 circuit.
Aldar seeks to create quality, comfortable, desirable destinations that enrich the lives of Abu Dhabi residents as well as tourists within the Emirate. Aldar is playing a leading role in the development and provision of world-class retail at Yas Mall and The Mall at the World Trade Centre, international standard education through Aldar Academies, iconic entertainment venues such as the Yas Marina Circuit, and community amenities across its entire portfolio.
The new brand for Aldar signalled it was evolving to be more consumer-focused, reinforcing its position in contributing to the development of Abu Dhabi. The Adar brand has increasingly diversified its portfolio of residential, commercial, retail, leisure, health and education. The rebranding exercise designed to emphasise the "human" aspects of its business that focused on six brand-led experiences.
Aldar repositioned its business from merely building things to being more involved in operating and managing assets, as well are building property and infrastructure – it called for a much more customer-centric approach.
Aldar has been bold and innovative in its projects, in line with the vision set out in Abu Dhabi's 2030 development plan. Aldar is continuously evolving its development portfolio, so the brand needed to change too.
The brand strategy set out to influence everything that Aldar did. It went beyond Aldar's image and communications; The brand positioning (Human-scale) embedded a new culture, shaped their capabilities, instilled human thinking into master planning, allowing Aldar to deliver new brand-experiences and services for people that went beyond bricks and mortar.