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Dur Yas is an exclusive Emirati high-end residential masterplanned community in world-class Yas Island, Abu Dhabi, an initiative project by Aldar. A premium Emirati national exclusive residential masterplanned complex offering modern Emiratis the chance to have a local like-minded community on a world-class island. While completely looking minimalist and contemporary, the homes' architecture stay very close to the traditional family domestic habits and spaces, like retaining the "majlis" men-only living spaces among others. 

The Solution: Modernizing tradition without losing it. 
We chose the name, 'Dur' as it is a very traditional plural word variation of the Arabic word "dar" meaning home. We chose this name to support our proposition of bringing back tradition and giving it a modern aesthetic. We identify the target as modern Emiratis. They hold sacred their traditions while keeping an open worldly mind.




Branding agency James Branding
Client Aldar; invited pitch


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