Business Bay *Print Campaign and Art Direction
Business Bay
Business Bay Dubai print campaign featuring Emotional Architecture in Blueprint
The developer was Launching a huge mixed-use development close to Downtown Dubai. They wanted a corporate campaign and an emotional twist to counter the cliches of real estate communication. They also wanted to highlight the level of attention to detail as a competitive edge in the fast-moving development sector in Dubai.
Our approach
We needed to hit an emotional nerve with our campaign. but also communicate the promise of quality the developer was famous for. So we thought of the most detailed aspect of planning in real estate: The Blueprint. We used blueprints as a style to develop the identity and art direction. This allowed us great flexibility to create any visual we needed. Blue also happens to be the corporate colour of Business Bay. Therefore, with this illustration style, we showcased the many emotional aspects of living in a modern metropolis like Dubai. The campaign was flexible enough to allow many executions that fit any narrative. Values like comfort, harmony, knowledge, vision, inspiration, imagination and heart. Icons like the eye, ear, heart, Cloud, moon, a kite, a teddy bear etc…
(Project under MI7)