How our team packaged a luxury residential project in Dubai: website, identity and sales office interior design.
The branding agency Brandson (TSN) is expanding its portfolio of international projects; this time we are talking about a real estate project — introducing Zephira in Dubai (UAE)
Discover a world where modern living meets refined wealth.
The Zephira project offers the perfect combination of comfort and elegance. Here you will immerse yourself in a space where every corner offers first-class service and the magnificent nature of Dubai.
Located on the picturesque Dubai Islands, Zephyra opens the door to a world of limitless possibilities. Enjoy a golden waterfront more than 60
kilometres long, where every sunrise and sunset becomes an unforgettable spectacle. The residential complex has everything needed for comfortable living: a swimming pool,
a gym, a meditation space, golf facilities, cosy yacht marinas and much more.
Zephira is a unique project aimed at the international market, so it was important to create a resource that would reveal, in as much detail as possible, the advantages of investing in and buying apartments in this complex. Particular attention had to be paid to conveying the project's premium status and its key features. The company approached Brandson (TSN) with the task of developing the website for the residential complex, the identity, and the interiors of the Arsenal East sales offices. The goal of the website is to attract potential buyers and investors interested in premium real estate.
To achieve the goals set, we carried out a comprehensive analysis of the real estate market and the target audience. In addition, we analysed the needs of international clients, which allowed us to take their cultural characteristics and preferences into account when creating multilingual content. By studying competitors' websites, we identified the main trends and buyer preferences in the premium real estate segment in Dubai. This allowed us to define the main directions for developing a UX/UI design that would meet the high expectations of the target audience.
In developing the project strategy, the emphasis was placed on the copywriting. Banal «luxury» epithets would not do; it was important to make the text special so that the visitor would feel exceptional. This was achieved through the «storytelling» method.
Particular attention was paid to implementing the website in two languages — English and French, which broadened its audience and attracted the attention of international investors. The website copy was carefully crafted so that it would sound natural and convincing in each language, highlighting the advantages of the complex. The website navigation was designed so that users could easily find the information they need, and the page structure was logical and intuitive.
Unique, easily digestible copy was effectively integrated into the website through the «storytelling» method. Every sentence, every block inherits the style and the overarching idea of the project. A single tone of voice and set of principles is maintained on every page.
The design was built on two principles: a synthesis of premium imagery and an original, hand-crafted execution of that imagery. The identity on the website pages uses hand-drawn silhouettes of buildings and locations to emphasise the brand's warmth, uniqueness and humanity. To create a sense of dynamism, image and informational videos were embedded. The colour palette matches the client's status: there are no bright or ostentatious colours; pastel tones dominate. The website structure is intuitive, with plenty of white space, and the typography, using the Estebak and Neue Helvetica Paneuropean typefaces, adds modernity and ease of perception.
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