Driven Properties, a renowned real estate agency in Dubai, has forged a strategic partnership with Jpd to redefine its brand and cater to the burgeoning demand for upscale short-term rental properties in the city's evolving hospitality landscape. Leveraging Jpd's expertise, a comprehensive brand strategy was devised, leading to the inception of Twentyfive55, an avant-garde luxury short-term rental platform. This distinctive brand curates an opulent and welcoming environment for global travellers, exuding a seamless aesthetic that epitomizes premium offerings and unparalleled hospitality.
Brand Strategy, Naming, Brand Voice, Brand Identity, Collaterals and Stationery, Brand Guidelines, Social Media
With the Dubai government allowing residents to sub-rent their homes, the hospitality sector experienced a rise in competition and demand for alternative accommodations from global travellers. Driven Properties sought an agency that could differentiate them from the competition and communicate the benefits of their short-term rental services to leisure/business travellers and landlords.
Jpd's team has taken on the task of developing a brand strategy, which involves naming and brand identity, for Driven Properties' luxury short-term rental platform. Through thorough research and market analysis, they proposed a brand positioning of "Glocal Home," which captures the spirit of emerging travel trends. This positioning inspired a brand new name: "Twentyfive55," named after the GPS location of the Emirate of Dubai.
The brand of Twentyfive55 was carefully designed to match its positioning and create a luxurious and homely experience for global travellers. This involved creating a cohesive look & feel across all brand touchpoints, using high-end visual elements and messaging to communicate the premium services and exceptional hospitality the brand offers.
Jpd led a branding initiative that transformed Driven Properties' online brand into Twentyfive55, a luxury short-term rental company in Dubai's upscale market. The brand's name and unique positioning effectively communicated the distinct benefits of its services to its target audience. The sophisticated and inviting aesthetics of the new brand identity increased Twentyfive55's presence in the market and attracted leisure and business travellers seeking an exceptional stay experience.
Twentyfive55 has become a leading niche player in Dubai's luxury short-term rental industry by implementing a new brand strategy and identity. Thanks to their exceptional service and hand-picked property selection, they've distinguished themselves from rivals and earned a strong market position. The rebranding has boosted customer engagement and occupancy rates and received positive feedback from tenants and landlords. As a result, Twentyfive55 has continued to thrive in Dubai's fast-paced market.