Reef

The Client

The primary focus of Reef was to create a complete real estate ecosystem where buyers and investors are offered solutions from property searches, construction, flexible Shari’a compliant financing and investment opportunities, with a deep commitment to the values of stewardship, diversity and wider social betterment.

The Logo

The innovative name of the brand, Reef, presents a unique creative opportunity. Reef could indicate a coral reef in English and a rural area or countryside in Arabic, both of which are ecosystems. The brand expression strategy uses this double-edged meaning as the core of its communication language: the logo is the sovereign mark that consolidates the essence of the brand and provides immediate identification and recall through a simple and meaningful form.

The Brand

Not only does this double-edged and ecosystem meaning present a creative opportunity, but it also presents a strategic one. Although stemming from Arabic and Islamic roots, Reef is a universal eco-brand, which is language and culture-relevant.

Reef is the keystone and leading organization in the field of real estate ecosystems, delivering value through the development of resources and the establishment of choice. Connecting with the Reef brand through any of its touch points will transcend the customer to an abundant state of choice.

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