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CHAIMAA AVENUE I & II
details
Client: Chaimaa
Industry: Real Estate
Location: Jumeirah Village Circle, UAE
work
Strategy, Narrative & Positioning
Visual Identity System
Motion Graphics
Renderings & Film
Brand Guidelines
Stationery Package
Brochureware
Digital Ecosystem & Lifecycle Marketing
Chaimaa Avenue I & II entered Jumeirah Village Circle facing the challenge of building developer trust and brand credibility for a new entrant from Morocco during a slow, oversupplied market and unexpected pandemic lockdowns. The goal was to communicate smart-home and wellness value propositions, establish market distinction, and drive remote sales conversions prior to physical handover.
The brand strategy seamlessly blended authentic Moroccan heritage with contemporary European interiors, creating a modern-classic positioning that stood out in a competitive submarket.
To overcome physical sales centre closures during lockdowns, a digital virtual walkthrough system was built alongside photorealistic CGI renders, visual identity touchpoints, and integrated broker activation events. The strategic repositioning shifted Chaimaa Avenue II toward a wellness-centric framework under the campaign narrative Live Actively, driving 40 percent unit sales and generating 70 percent of initial leads within days while earning top honours for Best Visual Identity at the Transform Awards MEA.
