AED 142bn
Total real estate transactions in 2025, across 42,814 deals. Up 44% in value on 2024.
Brandbook
Strategy explains why the brand looks and sounds the way it does. Identity shows how to apply it.
Brand Hub · 2026
One source, always current
Everything District Living needs to look and sound like itself: the thinking, the rules, the files and the tools. When a rule changes, it changes here.
Brandbook01 Market & competitors
Market & competitors
Abu Dhabi is no longer Dubai's quiet neighbour. It is a market of its own, growing fast, bought largely from abroad and sold largely before it is built. That changes what a good advisor is for.
Draft v0.1 Studio draft, written without a client brief. Items marked “to confirm” need real figures from District Living. Map positions are the studio's reading of public material.
AED 155bn
Transactions from January to August 2026. Eight months, already more than all of 2025.
89%
Share of H1 2026 residential sales value that was off-plan.
70%+
Share of H1 2026 residential sales value bought by expatriate residents and foreign investors.
+21%
Rise in Saadiyat apartment prices in the year to June 2026.
4.3% – 8.9%
Gross rental yield range in H1 2026: villas on Saadiyat at the low end, apartments in Al Reef at the high end.
Figures are quoted as reported by the named sources on 6 October 2026. Check them again before using in public material.
Buyers are far away.
Most of the money comes from people who cannot walk the street themselves. Trust has to travel, so it has to be shown, not claimed.
Most of what is sold does not exist yet.
With nine dirhams in ten going off-plan, a listing tells a buyer very little. Advice matters more than inventory.
The regulator is cleaning the market.
Since August 2025 the government listing service Madhmoun has removed about 90% of unverified listings, and every broker needs an ADREC licence. “Verified” is becoming the floor. Explaining what was checked is still open ground.
Source: Khaleej Times
Who else is in the room
Select a firm to see how it presents itself and where it leaves a gap.
Developers (Aldar, Modon, Reportage) are not competitors. They make the product; brokers advise on it.
Where they sit
Select a dot on the map, or a name in the list, to open the same card.
Positions are the studio's reading of public material, not measured data. The upper right — rooted in Abu Dhabi and selective by design — is where District Living stands, and it is the least crowded corner.
What everyone says
Cover the logos and these lines could belong to anyone.
Trust and integrityYears of experience“Your ideal home”Premium, luxury, award-winningLocal expertise, global reach
Our own profile uses some of these words too. The task is not to repeat them louder. It is to prove them.
Show the checking.
Others say “transparency”. Nobody shows what was actually verified: the licence, the permit, the owner.
Honest numbers, with the source.
Yield by district is public data, yet brokers rarely publish it next to their advice.
Off-plan risk in plain words.
Everyone sells off-plan. Almost no one explains handover dates and escrow on the first page.
Abu Dhabi as its own market.
Most large brokers are run from Dubai. Abu Dhabi deserves to be read on its own terms.
Corporate relocation as a named service.
District Living already offers executive housing. Few competitors lead with it.
Source: AED 142bn
Total real estate transactions in 2025, across 42,814 deals. Up 44% in value on 2024.
ADREC, via Abu Dhabi Media Office
Quoted as reported on 6 October 2026. Check it again before using in public material.
Source: AED 155bn
Transactions from January to August 2026. Eight months, already more than all of 2025.
Khaleej Times: January to August 2026 total, citing ADREC
Quoted as reported on 6 October 2026. Check it again before using in public material.
Source: 89%
Share of H1 2026 residential sales value that was off-plan.
Khaleej Times: H1 2026 buyers report, citing ADREC
Quoted as reported on 6 October 2026. Check it again before using in public material.
Source: 70%+
Share of H1 2026 residential sales value bought by expatriate residents and foreign investors.
Khaleej Times: H1 2026 buyers report, citing ADREC
Quoted as reported on 6 October 2026. Check it again before using in public material.
Source: +21%
Rise in Saadiyat apartment prices in the year to June 2026.
Quoted as reported on 6 October 2026. Check it again before using in public material.
Source: 4.3% – 8.9%
Gross rental yield range in H1 2026: villas on Saadiyat at the low end, apartments in Al Reef at the high end.
Quoted as reported on 6 October 2026. Check it again before using in public material.
Competitor
Brandbook02 Positioning
Positioning
Fewer options, better chosen. We do the narrowing, and we show our reasons, so the decision stays clear and stays yours.
Draft v0.1
Brand idea
Curated Real Estate.
Draft · internal The short list, from people who know the street.
Positioning statement
Internal — not for publication- For
- investors, relocating professionals and companies
- Who
- are buying into Abu Dhabi from a distance,
- We are
- District Living, the locally owned advisory
- That
- narrows the market to the few properties worth their attention, and shows the evidence behind each one.
- Unlike
- volume brokerages built to list everything, we are senior-led and selective by design.
Purpose draft
To make buying into Abu Dhabi a clear decision, not a leap of faith.
Vision
To be the most trusted real estate advisory in the UAE and the most sought-after gateway to Abu Dhabi.
From the company profile, shortened.
Mission
To give clients clear market insight, a strategy built around them and end-to-end service, so their goals are met with precision.
From the company profile, shortened.
Who we speak to
Audiences are taken from the services on districtliving.ae. The wants and fears are studio hypotheses to confirm
Value proposition
A short list you can trust.
01
Curated, not catalogued
We present a few options and say why each one is there.
Reasons to believe
- Typical shortlist size to confirm
- Options reviewed and rejected per client to confirm
02
Abu Dhabi first
Locally owned, and at home in every district.
Reasons to believe
- UAE-owned firm.
- District coverage: Saadiyat, Al Reem, Yas, Hudayriyat.
- Years in the market to confirm
03
Evidence before opinion
Every recommendation comes with its numbers and where they are from.
Reasons to believe
- Yield and price data by district with the source named.
- Listing and licence numbers shown to confirm
04
Senior-led
The person you meet is the person who does the work.
Reasons to believe
- Named advisor on every mandate to confirm
- Reply within one working day to confirm
Values, as behaviour
The profile names integrity, expertise, client-centricity and discretion. As things we do:
- IntegrityWe say what we would do with our own money.
- ExpertiseWe know the street, not just the listing.
- Client-centricityFewer clients, more attention.
- DiscretionWhat you tell us stays with us.
Personality
A senior advisor, not a salesperson.
We are
- Discerning
- Grounded
- Precise
- Calm
We are not
- Pushy
- Flashy
- Vague
- Breathless
The lines we already own
And when to use each.
-
Curated Real Estate
The descriptor. Sits with the logo and opens presentations.
-
Built for Business. Backed by Performance.
Investors and corporate clients.
-
Your Gateway to Abu Dhabi.
International audiences and relocation.
-
Investing in Abu Dhabi's Future.
Investment campaigns and market reports.
Brandbook03 Tone of voice
Tone of voice
We sound like the best advisor a client has ever had: someone who knows the detail, says it plainly and never rushes them.
Draft v0.1
Four principles
The “before” lines are close to our current copy on purpose.
All four
The “after” lines are illustrations of tone. Use real figures and real addresses.
Where we sit
Four scales. The marker shows where our voice stands between the two ends.
Warm, but never chatty. Confident, but never loud.
Scales after Nielsen Norman Group's four dimensions of tone of voice: nngroup.com
The job
Make a stranger feel they are in the right place.
How it sounds
Clear and confident. Short headline, one supporting sentence.
Warmth3 of 5
Example
Investing in Abu Dhabi's Future. — We help you choose where, and show you why.
The job
Let the facts sell.
How it sounds
Facts first, in the same order every time: type, place, size, view, costs. No adjectives without evidence.
Warmth1 of 5
Example
Two-bedroom apartment, Mamsha Al Saadiyat. 142 sq m. Sea view from the living room and main bedroom.
The job
One idea per post.
How it sounds
A number or an observation, then what it means.
Warmth4 of 5
Example
Saadiyat villas earned 4.3% in rent. Al Reef apartments, 8.9%. Different goals, different districts.
The job
Move things forward.
How it sounds
First name, the answer in the first line, one clear next step.
Warmth4 of 5
Example
Hi Sara, the developer confirmed the payment plan this morning. I have attached it. Shall we talk on Thursday?
The job
Help a careful person decide.
How it sounds
Structured. Every figure carries its source and its date.
Warmth2 of 5
Example
Rental yield: 5.9% (Bayut, H1 2026). Service charge and handover date are on page 4.
The job
Keep trust when something slips.
How it sounds
Say it first, say what it changes, say what we are doing.
Warmth3 of 5
Example
The handover has moved to March. Here is what that changes for you, and what we are doing about it.
What we avoid, and what we write instead.
Words we like
- curated
- shortlist
- district
- evidence
- verified
- clear
- senior
- handover
- yield (with a number)
Headlines
Short. Often two beats. End with a full stop. “Built for Business. Backed by Performance.”
Buttons
A verb and an object, two or three words: “View the shortlist”, “Book a call”, “Ask about Saadiyat”. Avoid abstract calls such as “Experience curation”.
Money
AED before the number, with commas: AED 2,400,000. In headlines, AED 2.4m.
Yields and prices
One decimal place. Always with the period and the source: “5.9% (Bayut, H1 2026)”.
Dates
6 October 2026. No ordinals.
Places
Use the official district name on first mention: Al Reem Island, then Al Reem.
The read-aloud test
Read it out loud. If you would not say it to a client across a table, rewrite it.
Brandbook04 Logo
Logo
One sign, one wordmark, three colours. Build the exact file you need, check the clear space, and see what is never allowed.
The logo is the sign, two brackets meeting, and the wordmark "District Living". They are always used together in this arrangement. The sign alone is used as an icon.
Versions
Three pieces. The full logo is the default. The sign stands alone where the wordmark would be too small. The app icon puts the sign on a rounded tile.
Pick a version and one of the colour pairs from the guideline, then download the file.
Preview backdrop
Version
Colours
Format
In the guideline: Blue on Navy, Navy on Blue, Navy on Sand, Navy on White. White and Sand logos are for Navy, photography or a transparent file only.
Keep a free zone around the logo. On every side it equals x, the height of the sign. Nothing else enters this zone, not text, not the edge of the page.
Minimum size To be defined
Drag the slider to see the logo from 60 px to 320 px wide.
160 px
The guideline does not set a minimum size yet. As a working check: if the wordmark is hard to read at this size, switch to the sign alone.
Whatever the size or format of the piece, the logo sits in one of a few fixed places. Switch between the two defined positions to see them on three formats.
The PDF mentions five positions but defines two. Until the rest are confirmed, use these two.
Place the logo on a quiet area of the image, top left, with clear space. Navy on light skies, White on dark or busy images.
Six things that are never done. The correct logo comes first so each pair is clear.
Sign and wordmark together, in one brand colour, in the original proportions, on a brand colour.
For developers
Inline the SVG so it takes the text colour from CSS and has an accessible name. The paths are shortened here; the copy button gives the complete markup.
For print
Use the AI master or the SVG files, never the JPG previews. Keep the clear space around the logo on every side.
Brandbook05 Colour
Colour
Three colours carry the whole brand: a deep navy, a clear blue and a warm sand. There are no secondary colours. Click any value to copy it.
Screen values. Use these for web, slides and social.
The PDF guideline prints different codes (#2A3F53, #89B2C2, #E6E2D7). The artwork itself was always drawn in the values above, so these are the ones to use.
Navy leads, blue supports, sand gives air. In the master layouts navy takes the largest field, blue carries the message, and sand closes the composition.
Which colour can carry text on which background. The ratio is the WCAG contrast; body text needs 4.5 or more, large headlines need 3.
For developers
Drop these custom properties into your stylesheet.
For print
Print from the CMYK build, not from converted RGB. Only Sand has a Pantone reference in the guideline; ask the studio before matching Navy or Blue to a spot colour.
Brandbook06 Typography
Typography
One family, three weights. Britti Sans carries every headline, name and line of body copy. Light does most of the work.
Use this font for all brand products, social media, document title.
Britti Sans
Corporate font. Light 300, Medium 500, Bold 700.
Light · 300
Britti Sans Light
Medium · 500
Britti Sans Medium
Bold · 700
Britti Sans Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 $%&@#(!?,.;:)
Type your own line and try weight, size, spacing and colour. Copy the result as CSS.
Weight
Colour pair
Built for Business. Backed by Performance.
Five levels, each shown in its real style. Headlines are Light and large; names and labels are Medium; small labels are uppercase with tracking.
Working scaleThe PDF guideline shows the typeface but not a size scale. This scale is taken from the master layouts and from this hub.
Four habits that keep the brand voice quiet and confident.
Built for Business. Backed by Performance.
Light for headlines.
Built for Business. Backed by Performance.
Bold headlines.
Built for Business. Backed by Performance.
Sentence or title case, with a full stop.
Built for Business. Backed by Performance.
All-caps headlines. Caps are only for small labels.
Real estate is the foundation of dreams and the canvas for strategic living. We advise on every step, from the first viewing to the final signature.
Left-aligned text.
Real estate is the foundation of dreams and the canvas for strategic living. We advise on every step, from the first viewing to the final signature.
Centred long text.
Excellence in real estate development and strategic investment. From concept to icon, established in the UAE and built to last.
Generous line spacing for body text.
Excellence in real estate development and strategic investment. From concept to icon, established in the UAE and built to last.
Tight body text.
For developers
Three font faces and the stack with its fallbacks. Adjust the file paths to your project.
Fallback and licence
When Britti Sans is unavailable (email, Office files opened on other machines) fall back to Helvetica Neue, Helvetica, Arial. Britti Sans is a licensed typeface: check the licence before installing it on a new machine or embedding it on a website.
Brandbook07 Brand identity
Brand identity
The brand has its own graphic device, drawn in three layers. It organises every layout into a place for the logo, a place for the message and a quiet base.
The navy field sits on top and carries the logo. The tag comes in from the left and carries the message or a photograph. The sand base rises from the right and closes the layout.
The shape is produced by a generator, so every instance keeps the same angles and curves. Never redraw it by hand.
Three layers, each with its own job. Hover or focus a layer in the list to see it on its own.
Need a layout in a custom size? Use the Banner maker in Brand Studio.
Open Banner maker42%
The tag starts at about 42% of the height.
45°
Every diagonal runs at 45 degrees.
2 = 2
The two shoulders are rounded with the same radius.
4%
The sand strip under the tag is thin, about 4% of the height.
Three orientations
The shape adapts to vertical, square and horizontal formats. In wide formats the point of the tag sits inside the format; in tall and square ones it runs off the right edge.
Colour variants
Three variants appear in the guideline. The primary one is for covers and cards; the other two are for stationery and inner pages.
With a photograph
The photo sits inside the tag. Choose images with a calm area; keep faces and key details away from the 45° cut.
Built for Business. Backed by Performance.
Built for Business. Backed by Performance.
Front and back
The shape can continue across two faces, such as the front and back of a card or the first and second page. The back shows only the navy field and the sand wedge, as if the same drawing ran on to the right.
Do and don't
Studio recommendationThe PDF shows the shape but states no rules for it. These four follow from how it is drawn.
Keep the 45° angle.
A different angle.
Keep the three colours in their roles.
Recoloured, for example a sand field.
Redefining the skyline of Tomorrow
Keep text inside the tag, away from the point.
Redefining the skyline of Tomorrow
Text running over the diagonal.
One shape per layout.
Two shapes stacked.
With a photograph
Built for Business. Backed by Performance.
Built for Business. Backed by Performance.
Front and back
Brandbook08 Visuals
Visuals
The chapter covers the three kinds of image the brand uses: photography, illustration and banner graphics.
The selection in the guideline shows architecture seen from below against open sky, people in real advisory moments, and close views of materials and light. Click any picture to see it larger.
10 photographs
Arrow keys move between photographs once one is open. Esc closes it.
Illustration example
Illustration example
Illustration example
Rules for illustration are not defined yet
The ready layouts from the guideline. Use them as they are, or make a new one in any size with the Banner maker.
No pictures here on purpose: the list is enough.
Stock handshakes and staged smiles
Heavy colour filters and HDR
Wide-angle distortion on interiors
Crowded skylines with no clear subject
Images where the logo has no quiet area to sit on
Brandbook09 Applications
Applications
The system on real things. The layouts below are rebuilt in live type and shape, so they stay sharp at any size, and the photographs show the same pieces made up.
Showing 11 of 11
Applications
Business card
Portrait card, ratio 55:85. The Blue tag holds the name and the contact lines.
Ahmed Al-Farsi
Creative Director
+971 50 123 4567
ahmed.alfarsi@districtliving.com
www.districtliving.ae
Letterhead
A4 page, ratio 210:297. A navy band on top, a White tag for the text, a sand base.
District Living Real Estate Profile
Curated Real Estate
Introduction: About District Living
District Living is a premier, locally-owned real estate advisory and brokerage firm firmly established in the United Arab Emirates, with deep roots and specialized expertise in Abu Dhabi's dynamic market. Founded on unwavering principles of integrity, expertise, and client-centricity, we are dedicated to navigating the complex UAE real estate landscape for our discerning clientele. Our profound understanding of local market nuances, combined with international standards of service, positions us as the trusted partner for individuals, investors, and corporations seeking to capitalize on the region's boundless opportunities.
"At District Living, we don't just facilitate transactions; we build lasting relationships and craft futures through intelligent real estate solutions."
Our Vision & Mission
Vision: To be the leading and most trusted real estate advisory and brokerage firm in the UAE, renowned for our innovative approach, ethical practices, and exceptional client outcomes, serving as the most sought-after gateway to Abu Dhabi's evolving real estate landscape.
Mission: To empower our clients with unparalleled market insights, bespoke strategies, and seamless end-to-end services across all real estate segments. We achieve this through a blend of deep local insight, international best practices, professional discipline, unwavering discretion, and a relentless commitment to building long-term client relationships, ensuring their objectives are met with precision and profitability.
Flyers
Portrait flyers: one with a photograph in the tag, one with type only.
Built for Business.
Backed by Performance.
www.districtliving.ae
Built for Business.
Backed by Performance.
www.districtliving.ae
Leaflet and banner
A narrow leaflet, ratio 1:2, and a wide banner, ratio 3:2.
Redefining the skyline
of Tomorrow
Excellence in Real Estate Development & Strategic Investment. From Concept to Icon. Established in the UAE.
Redefining the skyline
of Tomorrow
Real estate is the foundation of dreams and the canvas for strategic living.
Slides
The presentation template, 16:9. Use the buttons or the arrow keys.
Instagram posts
Square posts: a photograph in the tag, type only, and a full-bleed photograph with no shape.
Built for Business.
Backed by Performance.
Built for Business.
Backed by Performance.
www.districtliving.ae
Instagram stories
Vertical 9:16 layouts built on the same three layers.
Redefining Real
Excellence in the UAE.
Curated Real Estate
Meticulously handpicked properties that align with your lifestyle and legacy.
Investing in
Abu Dhabi's Future.
Real estate is the foundation of dreams and the canvas for strategic living.
Email signature
A wide strip with the logo, three contact lines and a row of social icons.
+971 50 123 4567
ahmed.alfarsi@districtliving.com
www.districtliving.ae
The five circles stand in for social icons. Use the icons of your own channels there.
Website and app icon
The shape carries over to screens: a navy header, a photograph in the tag.
Stage screen
The shape on a large event screen.
Full set
Phone, flyer, tablet, card and banner together.
1 / 11
Brand Studio
Make on-brand material without opening design software. Three tools work today, four more are planned.
Tools
Coming soon
Post writer
Social posts and captions in the District Living voice
Image maker
Photographs in the brand's photo style
Layout check
A banner or post checked against the rules
Ready-made designs
Pick a format, add text and photo, download
Brand StudioBanner maker
Banner maker
A banner with the brand shape, your text and an image, in any size. The layout follows the guideline, so the shape, the type and the logo are always placed correctly.
Format
Sizes from 200 to 6000 px.
Colour variant
Field, tag, base. The first one is the primary combination.
Logo
The logo colour is set by the background.
Up to 3 lines of heading and 4 lines of body text. Press Enter to start a new line. Font, size, colour and position are fixed.
Image
Generate an image · soon
JPG, PNG or WebP. The image goes into the tag and stays on your device.
Crop position
Guides
Margins, text area and the clear space of the logo. Shown in the preview only.
The PNG is saved at the exact size, with the text and the image in it.
The graphic is an image with the brand shape. The text version is plain HTML that works in any mail client and stays readable when images are off.
Copy signature pastes the formatted version into most mail settings. If your mail app has an HTML field, use Copy HTML.
How to add it to your mail
Steps for mail apps
Copy signature pastes the formatted version into most mail settings. If your mail app has an HTML field, use Copy HTML.
Card size 55 × 85 mm, portrait. A long name gets smaller until it fits.
For print
This file is a proof for approval. The print-ready master is in Downloads.
Size, bleed and paper
What changed
Every edit to the brand is logged here, newest first.
-
v0.2 · 7 October 2026
- The hub is split into pages: a cover, the Brandbook with nine chapters and the Brand Studio with its tools.
- Chapter 07 is now Brand identity. Chapter 08 is now Visuals and will cover illustration and banner graphics as well as photography.
-
v0.1 · 6 October 2026
- The guideline moves from PDF to this hub.
- Colour values are aligned with the master artwork. The codes printed in the PDF (#2A3F53, #89B2C2, #E6E2D7) do not match the artwork and are retired.
- Strategy chapters (market, positioning, tone of voice) added as a studio draft for review.
- Brand Studio opens with three working tools; the AI tools are marked “Coming soon”.