Abyaar launches new identity

Following market surveys and branding research, Abyaar has unveiled its new corporate logo.

The new identity will be in the form of a signature of the company name, placed at the bottom of all marketing and advertising initiatives.

'The surveys showed us that our previous slogan of 'Building Excellence' was seen as too commonplace and lacked depth,' said Anan Fakhreddin, Abyaar's head of Sales and Marketing.

'Our previous image worked for us at the time but now it is time to move on and find something which suits our new projects.

'The real estate media scene in the UAE is very crowded. Setting yourself apart takes a lot of effort and is very expensive, especially when you have large groups that have a huge portfolio of projects.

We see ourselves as a boutique, luxury builder that delivers pieces of art, and when you think of art you think of a signature.'

Abyaar profiled three upcoming projects, with a combined total value of Dhs4bn; the Ice Tower, Pier 8 and the Dubai Arts District.

The architect behind the Ice Tower development, Karl Fender, told reporters that the design would make the project stand out in Dubai's Jumeirah Beach Residence District: 'People look for apartments that are not subsumed into all the others around them and hopefully it'll improve the area around it.

'It's the first time today that I've seen the model and you can see the light reflecting off all the different facets, which is exactly how I envisaged the building.'

The project is due for handover in the final quarter of 2010, and sales are scheduled to begin in two to three weeks, at a cost of Dhs2,800 per square foot.

The final profile was of the upcoming Dubai Arts District, where construction is already underway in IMPZ. The project is scheduled for handover at the beginning of 2011.

The company also launched public sales of units in the Dhs800m Pier 8 development, scheduled for handover in the final quarter of 2009. Units in the 234 apartments spread over 39 storeys are being priced at Dhs2,750 per square foot.