Brand strategy | Visual identity | Design | Art direction
Frankly Built is a construction company specialising in luxury villa renovations across the UAE. Our brief was to create an entirely new brand from the ground up, one that reflects the sophistication, discretion, and precision demanded by their elite clientele.
We began with an in-depth brand strategy phase to define the company’s core values, audience, tone of voice and visual positioning. The outcome was a brand that feels confident yet understated, balancing modernity with timeless elegance.
The visual identity centres around a custom word mark set in a refined serif typeface, paired with a monogram ‘FB’ that acts as a standalone mark, perfect for signage, print finishes and premium touch points. The typographic choices were deliberate: sharp yet subtle, evocative of the clean, linear forms found in contemporary villa design.
The brand system was built with versatility in mind, able to flex across physical applications, from hoarding to letterheads, while still holding its own in digital spaces.
The restrained palette and spacious layout support the high-end positioning without ever feeling sterile.
The restrained palette and spacious layout support the high-end positioning without ever feeling sterile.
This wasn’t about flashy finishes or ornamental design. It was about clarity, craftsmanship, and creating a visual language that reflects the precision of the builds themselves.
