Watercrest - Ellington Properties
The Brief — Luxury Community Building Through Identity
Ellington Propoerties is planning their next luxury townhouse villa with waterside features in the UAE. The 3 tiers of houses requires us to think deeply on the brand architecture of this development.
Branding
London, Dubai
2024
Current State - Construction
Art Direction under the team of Eight Inc.
Concept — A Crest Inspired by Water Flow
A crest-like mark is created with the letter "W" intertwined with each other. The interconnected logo symbolises community connection. Here, profound support and lasting connections are formed.
Execution — Dreamy Luxury that Amplifies the Emotion of the Moment
The design draws on muted tones inspired by the natural surroundings with a dreamy touch. It emphasises on imagination of community-led life.
Close-up photography is largely used to amplify emotions within.
Brand Architecture — Three brands in one
A masterbrand is derived with 3 sub-brands, each presenting the tiers of houses.
