Case study · Property · Dubai · 2025
From skyscraper to destination.
Repositioning Uptown Dubai as a LEED Gold community built around sustainability, transport and culture.
LEED certification, put at the centre of the story
themes carried through every piece: sustainability, transport and culture
channels: lifestyle features, investor messaging and LinkedIn thought leadership
The challenge
Seen as a tower, not a place to be.
DMCC's Uptown Dubai district was seen as a tower.
What we did
A community story, told three ways.
We repositioned it as a LEED Gold community built around sustainability, transport and culture, through lifestyle features, investor messaging and LinkedIn thought leadership from DMCC executives.
Not a tower. A neighbourhood.
The results
From the property pages to the lifestyle pages.
2025
Lifestyle features place Uptown Dubai in Harper's Bazaar Interiors, Villa88 and AIR Magazine, with regional business titles following.
2025
DMCC executives lead the conversation on LinkedIn, with investor messaging running alongside.