Claren, a building that is part of the Burj Dubai development by Emaar, the world's premier property company, required a differentiated brand positioning and name with a unique typographical identity that had to be extended through collateral elements.

With the brand essence defined as “Clarity”, the payoff line “We Know” informed the visual language style of photographs shot for print advertising, brochures and floor-plan books. A brand toolkit translated English to Arabic and specified a compatible Arabic typography.

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