Property developer Limitless taps on Enterprise IG's branding skills

Limitless, is part of Dubai World, a Dubai Government conglomerate that houses DP World and Nakheel amongst other leading businesses. As the Dubai property market features a multitude of property developers, Limitless wanted to stand out, through a unique brand identity. This innovative corporate branding will help establish their business not only across the region, but also within international markets.

The property boom in Dubai has been astonishing, with a property value of $45 Billion in development stage and a further $45Billion currently being conceptualised. Limitless, a sister company of Nakheel, is one of the top property developers in the region and is seen as an integrated property development company with global ambitions.

The challenge was to develop a distinctive brand promise and identity that would allow Limitless to build a compelling and credible reputation in an extremely competitive market. The brand needed to gain local and international recognition quickly enough to sign up with industry partners and undertake large development contracts. The brand also needed to establish differentiation in the Dubai property market, where a new property developer is launched over a very short 2-3 week period.

"Limitless is very much about solving complex issues in a refreshing and innovative manner. The logo reflects what we believe is a fourth vital dimension to property development innovation," said Saeed Ahmed Saeed, Chief Executive Officer- Limitless and Nakheel International

"In a competitive property market, we knew we had a challenge on our hands to create a unique brand identity for Limitless, one that stands out and clearly communicates their vision," said Hermann Behrens, Managing Director at Enterprise IG Middle East. "The result is the creation of a distinctive brand that crosses market boundaries and appeals to people as a 'local' property developer everywhere."

Enterprise IG developed a complete brand strategy for Limitless, one that has 'Delivering Distinction' as its essence. The objective was to communicate Limitless as an 'inspired supper-planner that delivers'. Hence, a rich and sophisticated visual language was developed, applying the brand idea and philosophy in design and production.

The main design criterion was for every item to "deliver distinction", which has also been adopted by the CEO and the management team as an internal motto for the way that Limitless "goes about day-to-day business". They now see the brand manifestations as key within their corporation. To date, the brand has been applied to a complete set of corporate stationary and communications, including a B2B communications programme.

Attention to detail, the balance of innovation and functionality are all Limitless qualities that can be interpreted throughout the visual language and brand communications. Together, the brand strategy and design, represents Limitless as equipped to play a significant role in further entrenching Dubai property developers on the global map.