Irth

During our strategic exploration, we identified a powerful dual narrative: the notion of planting for future generations and the bonds of legacy. This led us to the evocative brand essence: “Seeding Legacies” – a concept that elegantly reflects both the act of investment and its intergenerational impact.

Brand Essence: We distilled the brand’s core into Seeding Legacies, embodying a bridge between heritage and ambition.

Naming: We crafted the name IRTH, derived from the Arabic word for “legacy,” offering brevity, meaning, and cultural resonance, and a brand name that connects with both local and international audiences.

Visual Identity:
• We adopted a strong, serif-based typographic system to evoke tradition and gravitas.
• A monochromatic palette reinforces timeless elegance.
• Letterforms inspired by pillars or columns visually communicate stability, strength, and enduring foundation.

Transformation: Since adopting this identity, IRTH has evolved from a broad investment platform into a prominent, family-backed real estate developer in Dubai, grounded in the heritage of the Al Shamsi family.

Today, IRTH delivers branded residential developments – most notably the Rove Home series (Dubai Marina, Marasi Drive, Downtown Dubai) – that emphasize creative, value-driven, and world-class living experiences. The brand stands for trust, strength, and agility – values overtly reflected in its expansive footprint, strategic partnerships, and continued excellence in real estate.