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Nakheel rebrands with new logo and brand positioning


Nakheel, the Dubai-based developer, has unveiled new positioning and brand promise for its next phase. Supporting the Dubai 2040 Urban Master Plan, which aims to enhance people’s happiness and quality of life, Nakheel will focus on ‘building happiness and prosperity’’.

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Reinforcing Dubai as a global destination of choice and positioning the emirate as the best city to live in the world, Nakheel will further support the Plan’s goals of providing the highest standards of urban infrastructure and facilities, developing vibrant and inclusive communities, fostering greater economic activity and positioning Dubai as an aspirational city to visit, live and thrive in.








Nakheel is synonymous with landmarks including Palm Jumeirah, The Palm Tower and Palm West Beach. By focusing on ‘building happiness and prosperity’, the Nakheel re-brand reflects its focus on the wellbeing and quality of life for citizens, residents and visitors, enhancing communities and building for Dubai’s future, whilst curating meaningful and rewarding experiences.

Naaman Atallah, chief executive officer at Nakheel, said: “This is an exciting transformational phase for Nakheel. As experts in waterfront living, we have delivered and continue to deliver on the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai.”

“Nakheel is a pioneer in innovative developments, such as Palm Jumeirah, now a destination within a destination. The re-brand is a natural evolution, whereby we will focus even more on our customers, offering exceptional brand value and creating stronger, more engaging relationships by becoming partners in their experiences. At the same time, we will continue to transform land and water into vibrant, sustainable cities through our internationally recognised developments and unrivalled experiences for all. We are building today for a better tomorrow.”

Abed Bibi, chief marketing officer at Nakheel said, “Our new brand promise ‘Building happiness and prosperity’ reflects Nakheel’s ambitions to build for Dubai’s future and to facilitate meaningful and rewarding experiences that enrich the lives of residents and visitors. Customer happiness and satisfaction has always been a top priority for us and with the new Nakheel we are elevating this relationship, transforming our customers into brand advocates. At the heart of every prosperous and thriving urban centre are the people who seek value and an unparalleled quality of life . We endeavour to fulfill the hopes, dreams and needs of all who choose Dubai as their home or destination and create the foundation upon which we build future happiness and prosperity.”

The Nakheel re-brand campaign will be visible across multiple communication channels including digital, outdoor and social. This multi-format is designed to resonate with residents and visitors, reflecting their own experiences in Dubai, or aspirational experiences they would like to embark upon.


Client: Nakheel
Chief marketing officer: Abed Bibi
Nakheel Marketing team

Agency: Ochre 
Creative director: Sebastian Klein