brand 28
Cityscape:
new brand identity for
new global marketplace
The world’s largest B2B real estate events brand unveils its new
look at this year’s Abu Dhabi exhibition and conference
The Cityscape success story began eight years ago with a
fledgling event held in Dubai at the very beginning of the emirate’s
transformation into a real estate investment and development
hub. Fast forward almost a decade, and the Cityscape global brand
has evolved to include annual exhibition and conference events in
Abu Dhabi, Asia, USA, India, Latin America and, now, Saudi Arabia.
Cityscape’s rapid rise to prominence within the real estate
investment and development community over the past eight
years acted as the catalyst for parent company, IIR Middle East, to
look at the brand’s strategic direction going forward in a challenging
global marketplace, in order to unlock further brand potential.
The company recognised that the business had outgrown its
old brand structure and image and, working with Bahrain-based
strategic brand consultancy Unisono, embarked on an intense
process of self-analysis and future vision consolidation.
Explaining the influences in the development of the new
Cityscape brand identity, Unisono’s Creative Director Liam
Farrell, says: “Many brands expect to outgrow their start-up
image and Cityscape is no exception.”
According to Farrell, the new brand mark is a “positive repres-
entation of a transforming skyline set against a global horizon” and
was developed to evoke the golden era of the skyscraper – “the
motif by which global transformation is characterised”.
The need to deliver an identity that would have an enduring
lifespan, and be able to compete with other recognised global
brands, was critical, and Rohan Marwaha, Managing Director,
Cityscape, who officially revealed the new visual direction at April’s
Cityscape Abu Dhabi event, said: “Cityscape is a great brand that
will only get stronger and, after this refreshing experience, we feel
well-equipped to take our business to the next level to further
support the industry.”
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PREVIEW Cityscape Saudi Arabia
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