Preface to a Place - A brand blueprint for a new community in Dubai

The project: "With a plot of desert land as inspiration, Winkreative helped Majid Al Futtaim Communities – one of the leading developers in the Middle East – define and articulate their vision to guide masterplanning for an ambitious new development." - Winkreative I worked as a project manager at Winkreative and together with the team built a brand positioning and visual identity deeply rooted in cultivating a sense of community and cultural life. The name, Tilal Al Ghaf, was inspired by the ghaf tree, an enduring symbol of life and growth in the UAE. What we created: - A 90-second animation exploring a day at Tilal Al Ghaf produced in collaboration with production house Art & Graft . The film was part of the development's launch campaign, appearing on the brand’s website, social media, in its marketing suite and at industry events. - 'Preface to a Place' is a visually-engaging brand book outlining the guiding principles for Tilal Al Ghaf and includes brand principles and three thought-leadership essays about place-making and the urban environment.