Building a new kind of developer from the ground up.

I partnered with M+C Saatchi Consulting to work with the CEO of a new UAE real estate venture. My role was to consult with senior leadership to define brand strategy for the business and its first major mixed-use masterplan in Ras Al Khaimah.

The challenge was bigger than launching another luxury development. We needed to define what Ardee would stand for in a crowded market, and create an idea capable of shaping the business well beyond its first destination.

Life’s Master Planners positioned Ardee around a more human idea of development, creating places around how people want to live, connect and belong.

It gave the business a distinctive platform for launch, beginning with Ardee Al Marjan Island and designed to grow with the ambition of the company.

In partnership with
M+C Saatchi Consulting

The work
Brand Positioning · Proposition · Naming Strategy · Narrative & Messaging