By Omniyat

The Sterling

The project

The Sterling are two residential towers – The East House and The West House – centrally located in the Burj Khalifa district. A chrome finish facade and location were the unique features of the development. The project was previously launched with branding and identity that was based on old British heritage. However the project failed to connect with stakeholders, as the branding did not reflect the development. Fifth Estate was appointed to reposition and redefine the development in order to boost awareness, interest and generate sales.


The Sterling






Dubai, UAE


The result was a seamless, elegant and beautiful brand journey which resonated with agents, buyers and investors and increased sales by 20 percent after the project was repositioned and relaunched.

Project Scope
  • Brand strategy and positioning
  • Brand narrative
  • Brand identity and visual language
  • Commercial brochure
  • Floor plan
  • Print & outdoor campaign
  • Digital campaign
  • Outdoor branding

The Sterling

Connecting the name, Sterling to the chrome facade, reflecting the chrome, silver finish of the exterior

The Sterling, Brochure Silver Spread

The Sterling Brochure Spread

Fifth Estate extended the chrome to a silver, reflective, brilliant direction to position the project as the center of luxury living in the heart of Downtown Dubai, capturing the best of the district. The direction was anchored by silver reflective texture that was used as a key feature of the printed brochure to separate chapters.

The Sterling

The Sterling, Stationery

We developed a bespoke font, monogram, positioning, brand narrative, color palette and image style.

The Sterling, Water Bottles

The Sterling Website on iPad

The Sterling, Bathroom Toiletries

The Sterling

Living Room at The Sterling

The silver texture was also incorporated subtly in the wallpaper of the show apartment and sales journey.

Balcony at The Sterling

Pool at The Sterling

Lobby at The Sterling

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