Aldar is one of the most successful businesses in the country and region. Internally and externally, they were viewed as a thoughtful and progressive developer. But they are so much more than a company that develops land, they are a home maker. Their contribution to society - in terms of well-being and quality of life - was story untold. We changed this, from top to bottom, with a brand repositioning around the concept of “This Is Home”. The manifesto film is showcased here, but this was a real change in mindset. We needed everyone to reframe what Aldar is and what it does. So the work extended well beyond a brand film; it needed a change in mindset which implemented across every single touchpoint, internally (HR, recruitment, branding) and externally (PR, advertising, website, events).