Town Square by Nshama
Communication system
visual language
Brand Strategy
brand identity
2025
The brief
Communication system
Brand positioning
visual language
Brand Strategy
brand identity
Brand architecture
Town Square by Nshama is one of Dubai’s most vibrant residential developments – a large, growing community with thousands of families, retail tenants, and ongoing project launches. As the development evolved, so did its communication needs.
While the product offering was strong, there was a lack of clarity in positioning and brand consistency across multiple launches, events, and community initiatives. The client approached Yellow to help define what Town Square truly stood for – beyond its buildings and amenities – and to create a unified brand identity that could grow with the community.
Client
Town Square by Nshama
Industry
Real Estate
The approach
We began by speaking directly to the people who know Town Square best – its residents, brokers, retail partners, and sales team. Through these conversations, one insight emerged clearly: Town Square isn’t just a development – it’s a self-sustaining neighbourhood where everything you need is right at your doorstep.
This inspired the positioning “My Little Town. My Little World.”
A simple yet powerful idea that celebrates the sense of belonging, connection, and everyday joy that defines life at Town Square
Building on this, we developed a warm, minimalist visual identity and a human-first communication style. Real people replaced stock imagery, capturing candid moments that reflect the authenticity of community life. The design system used clean layouts, soft tones, and evocative lines to create an approachable and consistent look across all touchpoints.
Beyond identity, we established a clear brand architecture to streamline new project launches, retail announcements, and community events – ensuring every message felt part of the same cohesive Town Square world.
The result
The refreshed positioning and identity have strengthened Town Square’s image as a genuine, family-friendly community. The new system has brought consistency across all communication – from social media and signage to launch campaigns – while reinforcing the emotional core of the brand: a place where every resident feels at home in their little town, their little world.
