The Brief

DAMAC is one of the UAE’s largest developers, with a project portfolio to match. Our task was to tell each project’s story without resorting to luxury cliché.

The Challenge

The sheer size of the project – with over 100 projects to be accounted for – was a challenge. But more interestingly, we were tasked with sparking desire without resorting to hyperbole, and telling each project’s story without it becoming a hagiography.

The Outcome

Crisp, standardised and evocative copy that painted a clear picture in homeowners’ minds without relying on empty superlatives.

Sample Copy

“Each Hajar Stone Villa is crafted from individual blocks of masonry meticulously fitted together, paying homage to the timeless values of quality, care and attention. Premium in design and exceptional in finish, your home is naturally cooler in the summer and warmer in winter. Marked by artful masonry, heritage and warmth, it is testament to craftsmanship that will last lifetimes.”


“Paramount Hotels & Resorts translates bold imagination into an inspirational experience, drawing on a century-long track record of delighting guests. The brand combines service, design, entertainment and lifestyle in thrilling new ways across a series of major global properties.”