A premium luxury branding project developed for Al Dar’s Westminster Tower, located in the prestigious London Square. This high-end real estate development demanded a refined and international visual language — one that speaks to both elegance and investment value, while embracing the urban British context. Crafted in close collaboration with the M&C Saatchi team in Dubai, the brand direction was designed to bridge Middle Eastern sophistication with timeless European minimalism. The challenge was to create an identity system and communication assets that aligned with Al Dar’s elevated standards while positioning Westminster Tower as a landmark of contemporary London luxury.