Meeras, Dubai's best kept secret, that's no longer a secret anymore
Branding, Storytelling, User Experience
Meeras was until recently a fairly small time developer, and one of Dubai’s best kept secrets. While it was never in the league of Emaar, Aldar, Nakheel and other prominent developers, it’s projects were iconic, very popular, and much level by their residents and consumers.
Driven by a desire to make life better in the UAE, Meeras wanted to go further, much further than it usually did.
Working with Wolff Olins, the branding agency of record for Meeras, we consulted with a number of divisions within Meeras, from their brand marketing team, to retail marketing, to their mall divisions also.
Meeras had always been a modest developers, but to attract the right investors, partners and talent, it needed to be robust, it needed to make some noise. Together, we agreed that Meraas’s purpose is to encourage an active urban life. It invites people to take part, to shape the spaces in which they live, work and play.
With this in place, the organization could begin the shift from silent developer to consumer-facing ‘connector’, that would speak directly to its audiences.
Overall, the brand has brought together disparate business units that were previously siloed, it has given the company a clear, united voice, and allowed it room to grow in new sectors. It now has the confidence to talk with its stakeholders, and with the world beyond.
Weeks after launch awareness of the brand shot up by 19%, and the work attracted more visitors to the company’s destinations, with a reported 21% increase in visitor footfall.
In addition to this, the work won in 5 categories at the Transform MENA Awards in Dubai, and landed the overall grand prix prize. Meeras continues to evolve, and this is one of the campaigns we are proud to be a part of.