Aldar
Abu Dhabi, Yas Island
Strategy, Brand identity, Art direction
Design Director
Designed around biophilic principles, Aldar’s new all apartment masterplan on Yas Island needed a clear, market defining position to stand out across the island and wider region. The strategy focused on the active benefits of living in a biophilic home on one of the last remaining waterside sites. Gardenia Bay offered an exclusive yet accessible opportunity, and once the positioning was set, a bold campaign was developed for a global launch across the UAE, Russia, China and the UK.
To create a positioning and launch campaign for Aldar’s all apartment, biophilic masterplan on Yas Island. The aim was to highlight the active lifestyle benefits of waterside living while differentiating the development from a crowded regional market.
The idea centred on balance, expressed through conceptual imagery and nature led art direction that turned biophilic design into a lifestyle story. This created a distinctive proposition launched globally across the UAE, Russia, China and the UK.
Logo animation
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Strategic manifesto
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Launch Film
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Your home, naturally designed
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CGI - Living room
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The home of balanced living, where biophilic design and sustainable living create harmony, brought to life through a launch campaign featuring striking visuals ‘finding their balance,’ capturing the movement, character, and lifestyle of Gardenia Bay.
Digital Brochure
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Creating homes with heart
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CGI - Bedroom
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Wayfinding
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Launch film snippet
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Social advertising
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OOH
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The home of balanced living was the guiding principle that shaped the brand, influencing everything from photography to copywriting, ensuring a consistent sense of harmony throughout.
Tennis Court Hammock
A playful contrast of ideas: bringing relaxation to a space designed for movement.
Work/Life Balance
A creative take on dual focus: highlighting both physical and mental presence.
Skate and Sip
A blend of pace and pause: capturing the ease of life in a place built for movement and stillness.
