Mantra Properties is a leading real estate development company in India. This year, they’re stepping into a new market in Dubai. Their approach to building in India was shaped by local needs and context, but entering Dubai called for a different strategy. The rebrand needed to clearly reflect this shift.
The challenge was to create an identity that felt fresh and relevant in a new landscape, without losing the trust, values, and credibility built over time. Balancing familiarity with transformation wasn’t part of the original brief, but through careful exploration, it became clear that this was at the heart of the work.
The mark was built with purpose, with flexibility at its core. The 'M' works as a standalone lettermark, while the full wordmark was designed to nod to the original identity. It reflects Mantra’s belief in building homes that feel personal, sometimes even a little off-center, never generic. The color and texture variations allow it to adapt seamlessly across signage, digital, and print, while the palette balances stability with warmth to create a honest sense of home.
Mantra Properties’ use of imagery was key in shifting the brand from its corporate feel to an experiential one.
Immersive full-screen visuals, paired with clean layouts and simple typography, invite viewers to imagine a lifestyle that feels elevated yet within reach. This treatment was carried across social media and printed advertisements to establish a consistent visual language. The uniformity helped build brand recognition while aiming to create that sense of home—no matter where the viewer encountered it.
The Mantra Properties rebrand pushed me far outside my comfort zone, challenging what I believed I was capable of as a designer. Being entrusted with such a significant project brought both pressure and personal growth, as I moved from initial uncertainty to a newfound sense of confidence. Navigating unfamiliar territory, my limited knowledge of the real estate market and the client's expansion into Dubai, created space for honest exploration. Asking questions continuously became unexpectedly powerful, fostering clarity and genuine collaboration across stakeholders and departments.
Through the process, I quickly learned that simplicity often carries the most impact. Small, thoughtful adjustments, such as adding "Properties" to their mark to significantly enhance searchability, were just as crucial as bold, big ideas.
A particularly empowering insight was realizing how deeply emotion influences successful branding. Homes represent some of life's biggest investments, choices, and milestones. Acknowledging that people are inherently emotional and responsive to thoughtful messaging made responsibly tapping into these feelings a powerful approach. This realization transformed branding into a meaningful and impactful responsibility.