Limitless, one of the largest property developers in the world, has just launched a new property at Cityscape in Dubai. The new property will be home to 220,000 residents near Riyadh in Saudi Arabia. Al Wasl, which translates roughly to ‘the crossroads’, will be the largest development in the kingdom and has been born out of extensive research with the local community.

Our consultant on the engagement, Nick Ranger, adds that “it is important to appreciate how the specific traditions and culture of the country require a different approach to building new communities. Everything about the brand, from the name, to the positioning, to the design concepts and communications have been tested again and again. Usually, this process drives a lot of creativity out of a brand, leaving a ’safe’ product. Thankfully, we were able to continue driving creative back into the process at each stage so that ideas which were not culturally appropriate could be replaced with new, but equally creative designs to support the brand.”

‘Where life comes together’ is the new slogan for the brand and speaks to completeness of the development - being a destination unto itself. The illustrations bring this brand to life, connecting various amenities from pubic spaces that weave through the development.
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