Prism, a boutique creative branding consultancy agency in Dubai has been selected to create a new brand identity for Aspire Real Estate. Prism was selected after a 3 agency pitch for the multimillion dirham account. The re-branding exercise will be carried out in three phases. It will be followed by an international teaser campaign in UK, India and the Middle East, which is also going to be designed by Prism.
Aspire Real Estate recently announced plans to completely change it's brand image, to suit it's ever increasing presence in the international markets of UK, USA, South East Asia, China and India. Commenting on the strategy, Mr. Harshit Kantaria, Chairman and Managing Director, Aspire said," We want our brand to be recognized worldwide as the symbol of dynamism, growth and trust in the real estate sector. Our new brand identity needed to have the potential to be globally accepted and easily recognizable. This recognition would expedite our local, regional and international expansion, and will strengthen Aspire's position as the region's leading real estate group."
"We briefed three design and branding agencies from Dubai for this project. We felt that Prism has the right combination of creative design expertise and knowledge of international branding requirements to create the right identity for Aspire. We were very impressed with the analytical methodology used by Prism to create our new brand identity and hence awarded the contract to them." added Ms. Reena Khattar, Marketing Manager of Aspire.
Commenting on the new identity, Mr. Lovetto Nazareth Managing Director, Prism said, "We were faced with a unique challenge in designing the new identity for Aspire. Firstly, the Aspire present identity is very well entrenched in the minds of its target audience in Dubai so the re-branding would have to be done in a very non invasive manner and the biggest challenge is that the new identity would have to get connected to and be accepted by a very culturally diverse, audience from 7 different countries across the world."
Commenting on the methodology used to create the new identity, Lovetto Nazareth said, "We did an international sampling study of Aspire's target audience and found out what elements they would like in the identity, and based our design fundamentals on that feed back. The image we created is powerful in its simplicity and its inherent dynamism so that audiences the world over can connect the ASPIRE brand with those qualities."
The new identity for Aspire is a refreshing blend of classic form and new age minimalist design. "The new colors of the brand mark and type face represent the four cornerstones of the Aspire brand i.e. Experience, Trust, Growth, and Value. The typeface used for the logo, is unique to Aspire and will hence stand out from the clutter of the brands that exist in Dubai. He added.
Commenting on branding in the real estate sector, Lovetto added, "I have seen multimillion dollar companies in Dubai creating brand identities without requisite research, just based on the perception of the management. This approach to branding is actually detrimental to the brand in the long term."
"Effective branding strategy should be based on customer perceptions/expectations and is not on what management hopes to become, because customers own the brand in their minds. To finalize on this identity, we tested several options of the Aspire identity across target groups in different countries. The final logo was unanimously selected by the entire focus group." Lovetto added.
The new brand for Aspire will be launched in three phases via an international advertising campaign, "we are sure that our new identity will capture the imagination of our international audiences and solidify our position as a leading real estate conglomerate in Dubai." Harshit added.
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About Prism
Prism is a boutique creative brand consulting and marketing agency, based in Dubai. Prism specializes in creating effective 360° marketing PR and branding campaigns designed to engage and excite. Prism is a part of an exclusive and growing network of independent agencies world wide that collaborate to create award winning design and creative work. Prism offers strategic marketing, PR, Design, events and Interactive campaign and boasts of several blue chip clients on its roster. It is responsible for the marketing campaigns behind the launch of several prestigious real estate projects in the Middle East.
About Aspire
ASPIRE is one of the fastest growing real estate companies involved in leasing, sales and management of residential and commercial properties across the UAE. With a projected turnover of over Dhs 6 billion, Aspire has grown exponentially since its inception in 2005. Aspire has turned a new chapter in its history by undertaking development of exclusive real estate projects in Dubai. With its acquisition of two islands on the iconic world project and planned investments of over Dhs 8 billion into real estate projects in Dubai, Aspire is now on the verge of creating a new paradigm of luxury real estate projects in Dubai. It aims to have an international presence in Russia, India, China, SE Asia, UK and USA by the end of 2008.
For further information please contact:
Nidhi Garg
Priism Marketing
Tel: 04 3983081
Email: nidhi@prism-me.com
© Press Release 2007
