Scope of Work
With urbanization of Dubai and growth in demand for new offerings within the hospitality sector, visitors seek alternatives to the traditional travel. Driven Properties, an award winning and leading real estate agencies in Dubai, sought to reposition their online brand Driven Holiday Homes for a more first upper home stay experience that caters to a set of premium customers in both the business and leisure segments.
With the federal announcement by Dubai Government to allow residents to sub-rent their homes, it opened more opportunities for global travelers and increasing competition within the hospitality sector even further. Driven Properties were looking for an agency that would help to differentiate their online brand and help them speak clearly communicating its key benefits of short-term rent to leisure and business travellers, as well as landlords.
JPd team was engaged to help client to create the brand positioning, name and brand identity for the online booking platform. Based on an extensive research, team proposed brand positioning " Glocal Home" to allude to new travel trends. That guided the development of a new name for the brand: “Twentyfive55”, which related to the GPS location of the Emirate of Dubai.
The finished brand identity, full look and feel and brand touch points drew inspiration from the brand's positioning, alluding to the high end brand and feeling home for the travellers of the world.