Constantly adapting to new trends, actively engaging with stakeholders, and fostering a sense of excitement and possibility in every project, ensuring that each development is a catalyst for progress and growth.
Our Brand
The future is here.
To help tell the urban masterplan philosophy and position DIFC as a credible and respected masterplan developer, both historically and into the future.
Brand Strategy
Role of the Brand
To help tell the urban masterplan philosophy and position DIFC as a credible and respected masterplan developer, both historically and into the future.
Create a frame work and endorsement system for the communications and marketing of products; from entire districts to specific experiences and individual towers, ensuring that each time we are building equity in the DIFC brand.
What we believe/why we do it
DIFC plays an integral role in supporting the future economy.
We believe that the design and experience of the urban environment, where people work and live, is critical to fostering innovation and supporting well being and sustainability.
What we do
We are master planning and developing a vibrant urban destination to promote innovation, harmonious living, and sustainability.
Contribute to a flourishing society
- People enjoy good health and wellbeing
- People have opportunities to enrich their lives and reach their full potential
- Communities access to the facilities they need
Support a thriving economy
- We are a global hub for innovation in finance and professional services, commerce, culture and urban environments
- Business has access to skills and talent they need
Shape outstanding environments
- Digitally and physically well connected and responsive
- Our urban environments inspire enterprise, excellence, creativity and community
- We have a thriving sustainable natural environment
Our tone of voice
Concise / Direct / Clear / Intelligent / Inspiring / Forward looking / Brave / Mature / Honest
DIFC Developments should be direct and to the point. Communication should avoid any unnecessary fluff or marketing speak. DIFC should not preach but speak concisely in an intelligent yet honest manner with clarity.
Our Messages
01
Redefining the urban environment and rethinking them through the lens of the human experience.
02
Urban Life. The future is here.
03
Urban Life. Redefined.
04
DIFC Developments is the urban masterplan developer of DIFC.
05
A space where your lifestyle and environment are in perfect harmony.
The future of integrated living, a place where innovation meets nature to create an unparalleled quality of life.
Messaging Matrix
The following are a selection of messaging suggestions when communicating the DIFC Developments brand externally.
It is important to maintain a consistent message throughout all communications to ensure the brand is easily understood by the audience in any situation.
Announcement of DIFC Developments (new vertical/company)
Response / Communication
DIFC Developments is the urban masterplan developer of DIFC.
Principle
DIFC is the holding entity that is driving economic innovation through the creation and growth of various industries
Opportunity
Reposition DIFC as a holding entity – Economic Innovator in the lead up to DIFC Developments announcement
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Positioning DIFC as a urban masterplanner
Response / Communication
DIFC Developments, the real estate division of DIFC, believe that the design and experience of the urban environment, where people work and live, is critical to fostering innovation and supporting wellbeing and sustainability.
We are master planning and developing a vibrant urban destination to promote innovation, harmonious living, and sustainability.
Contribute to a flourishing society
Support a thriving economy
Shape outstanding environments
Principle
Positioning DIFC Developments as the masterplanning capability of DIFC, provide focus around the industry vertical to both focus on the speciï¬c audiences and also to provide a ‘Chinese wall’ between the ï¬nancial and business industry vertical (which is going to continue to grow in its own right)
Opportunity
Position DIFC Developments as the specialist Urban Masterplan developer in Dubai. Reinforce DIFC as an economic innovator though the development of a new business vertical.
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Launch of a DIFC Real estate product (Tower or similar)
Response / Communication
DIFC Developments, the real estate division of DIFC, is launching a new tower in DIFC, District xx (address)
Principle
DIFC Developments, the real estate division of DIFC today announces the launches x
Opportunity
Demonstration of DIFC Developments design and implementation capabilities.
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Visit DIFC or live in DIFC
Response / Communication
DIFC (1.0 and Zabeel) is a thriving urban destination with outstanding dining, retail and cultural experiences, great place to live and work.
Principle
DIFC (masterplan) is the manifestation of DIFC Developments Mastersplanning capabilities and global example of best practice urban planning and development
Opportunity
Demonstration of DIFC Developments master planning capability
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Launching DIFC Zabeel
Response / Communication
DIFC Developments launches the Zabeel district. DIFC Zabeel is the next phase of our vision to create an urban district that
Contribute to a flourishing society
Support a thriving economy
Shape outstanding environments
Principle
DIFC Developments reinforces its materplanning capabilities within the DIFC portfolio of companies.
Opportunity
DIFC Developments reinforces its materplanning capabilities
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Renting office space at DIFC (any location).
Response / Communication
Welcome to DIFC. DIFC Developments will be your point of contact for your rental agreement and facilities management of the space.
Principle
DIFC Developments is a holistic real estate offer that manages the customer experience.
Opportunity
DIFC Developments reinforces its real estate management capabilities
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Rent to live at DIFC (any location).
Response / Communication
Welcome to DIFC. DIFC Developments will be your point of contact for your rental agreement and facilities management of the space.
Principle
DIFC Developments is a holistic real estate offer that manages the customer experience.
Opportunity
DIFC Developments reinforces its real estate management capabilities
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Our Values
Our values are not only key supporters of our founding philosophy, but are also the principles by which we have run the business day-to-day, driving our behaviors and interactions with our colleagues and clients.
A desire to constantly learn, question, and seek out new ideas, technologies, and approaches to building urban environments that are not only functional but inspiring.
A mindset of continuous improvement, collaboration, and responsiveness, enabling the delivery of sustainable, efficient developments that meet the complex demands of modern urban living.
A commitment to human-centered design, where projects are developed with a focus on improving the quality of life for residents, workers, and visitors.
We actively listen to the voices of local stakeholders, promoting a sense of belonging and community.
Brand visual language
The visual language reflects and builds upon that of DIFC masterbrand, capturing the nature of an urban neighbourhood and how the physical infrastructure itself forms the fabric of the urban landscape and informing the lifestyle of those that work and live there.
This is about the texture, fabric and structure of an urban neighbourhood – and capturing the real estate offering in a distinctive and unique manner.
Vibrant, sophisticated, distinctive precise and diverse.
The brandmark
The typographic wordmark builds upon the DIFC brand – utilising its own unique lockup, by featuring the Developments word mark underneath DIFC.
The additional introduction of an orange extension line distinguishes the brandmark as a distinctive entity of DIFC while retaining the master brand values and personality.
Typography and Colour
The following is an overview of the DIFC Developments brand colour palette and typography. Rollover below to click the icon to download the brand palette in CMYK + RGB.
Graphic Language
Graphic Illustration 01
Graphic Illustration 02
Graphic Illustration 03
Graphic Texture 01
Graphic Texture 02
Graphic Texture 03
How it all comes together
