We’ve just launched our new, refreshed website for you to explore our portfolio of branding work better. The Brand Foundation is a boutique, strategic branding agency that specialises in branding real estate and physical spaces. As an agency we are down-to-earth, passionate and totally committed to achieving results for our like-minded, select Clients.


Reef Residence, luxury real estate brand by The Brand Foundation, Dubai.

Reef Residence, luxury real estate brand by The Brand Foundation, Dubai.


In celebration of Dubai’s World Expo 2020 success, leading UAE-based branding agency, The Brand Foundation (TBF) has today launched its Start Big Initiative, designed to support entrepreneurs with limited capital brand their businesses in a world-class manner from the start.

Professional branding services are typically within reach of start-ups with substantial financial backing, leaving self-funded entrepreneurs and those with limited capital with a dilemma… invest in my brand now or later?

“Having a strategically positioned, professional brand is often the difference between failure or success. Start-ups face stiff competition from more established competitors, and your brand presents a key opportunity to communicate your differences, maximizing your competitiveness and shaping perceptions about who you are and what you do right from the start, “ said Lisa Knight, Founder of The Brand Foundation.

Lisa believes that getting it right from the start is vital – so in order to make the decision easier for entrepreneurs TBF has devised an SME branding package that provides businesses with a branded toolkit of essential assets (such as a brand identity, website, corporate stationery) in order to excel.

Start Big was officially launched on 27 November 2013 to coincide with the news that Dubai has won the rights to host the World Expo 2020.

The Brand Foundation FZE

27 November 2013, United Arab Emirates

Telephone: +971(0)4 3116 650

The real estate industry’s specialist branding agency, The Brand Foundation (TBF) is delighted to have completed Phase One scope of works for Mangrove One, an upscale residential development in Abu Dhabi. From the elegant box-bound brochure, the ambient external signage and the dedicated tenants life & style magazine – there is nothing ordinary about this real estate development.

luxury-property-brochure-branded-propertyThe unique luxury villas development is one of the first to deploy TBF’s holistic approach to property branding; adding value to developer and tenants, alike as the brand proposition is shaped around the day-to-day services as much as what the physical spaces provide.

Lisa Knight, TBF’s Founder said: “We are delighted to have had the opportunity to work with the owners, who shared our belief that real estate’s true value is realized in the long-term by engaging with and serving tenants excellently. By providing above and beyond what is expected from property management services and placing that at the centre of the brand equation, the likelihood of higher tenant retention rates increases, simultaneously creating demand. Higher retention rates and demand positively impacts the bottom line, and when push comes to shove our role is about precisely that. ”


The Brand Foundation is an independent, British-owned, Dubai-based branding agency that specializes in the real estate industry.

In other recent news, TBF has completed the branding of Conrad Dubai hotel’s commercial spaces, and welcomed Steven Richards, the senior creative behind some of the UAE’s most prolific real estate brands as Creative Director.

Arriving on to the residential leasing market this week is Mangrove One – a contemporary collection of spacious urban villas. Unlike any other residential community in the UAE, Mangrove One is an inspired contemporary community with passion and exemplary service at its heart. The unique design, coupled with world class Residents Liaison services is what sets the development apart.

The 101 luxurious villPicture 092_smallas come in eight configurations – designed for families with a sense of individuality and an appreciation for the finer things in life.

The creation of multiple award-winning designer, Graham Jones – the villas follow the modernist less is more ethos. Described by the designer as Functional Minimalism, the clean lines, flowing open spaces, abundance of natural light, soaring ceiling heights, landscaped gardens, Technogym, inspired health club, pool, and with Italian fittings by the likes of Designo and Le Torre – the development is destined to be the upscale community of choice for Abu Dhabi-based expatriates.

More than a cutting edge collection of villas, Mangrove One provides an engaging community ambience that will take community living to the next level.

The development is conveniently located in the Eastern Mangroves, Abu Dhabi – accessible from the Eastern Ring Road/Salam Street.

The Brand Foundation is delighted to have provided a range of strategic brand consultancy services; ranging from brand naming, brand identity and marketing collateral design, through to the conceptualisation and production of the Mangrove One Life & Style tenants magazine.

Contact AIME for leasing enquiries:

Telephone: 02 4499111

Mobile: 056 2785301

For interview requests/images and further information contact real estate branding consultancy, The Brand Foundation.

Telephone: +971 4 3116 650

Mobile: +971 56 6185812

The real estate industry’s specialist branding agency, The Brand Foundation (TBF) has released the findings of its research into people’s attitudes and feelings about where they work. The research reveals some surprising dissatisfaction when it comes to the office environment.

Almost half of all respondents stated that they were not satisfied with their workplace, stating a range of issues as reasons for their unrest. Insufficient parking, dated interiors and a lack of quality amenities nearby were common gripes.

Lisa Knight, TBF’s Founder said: “Despite the fact that much of the office space in the UAE is relatively new, it’s surprising to see that so many people are unhappy with their workplace. Our survey shows that there is more to creating an attractive workplace than just a smart office. People spend a lot of their time in their office, often more so than in their own homes, so a more holistic approach when it comes to planning parking, shops, cafes and meeting places would go a long way to boosting the happiness of the workforce.”

Equally revealing is the fact that people rate location and environment more highly than pay and holidays when it comes to choosing their place of work.

“As we head into a new year, employers would be wise to realise that they don’t necessarily have to pay the highest salaries or give generous holiday allowances.  Just providing a pleasant place to work with nearby amenities is a major plus when it comes to attracting and retaining quality employees,’ Lisa added.

The workplace satisfaction survey was carried out by The Brand Foundation during November and December 2011.  Full copies of the results are available on request.

The Brand Foundation is a Dubai-based branding agency that provides holistic, creative and strategic branding solutions that create long-term value. TBF’s speciality focus is real estate branding, emerging markets.

If you live and work in the UAE, The Brand Foundation would love to hear your opinions on your workplace.

Are you happy with where your office is located? Do you care if there’s a gym on site? How about a creche? Enough eateries near your office? Are you expecting rents to increase or decrease next year?

We’d really love to hear your views, whether you are the CEO, CFO, MD, a manager, senior or junior member of the team.

Our mini survey takes no more than a few minutes and is strictly private and confidential.


Feel free to forward the link to your friends and colleagues.

The Brand Foundation is a Dubai-based branding agency that specialises in the real estate sector.

The Brand Foundation completes assignment on behalf of Riyadh’s Koden Real Estate (part of Saudi Memaar).


Moon Tower is a luxurious commercial development on Riyadh’s King Fahad Road inspired by the influence of the moon in Islamic culture. Lisa Knight, Founder & Creative Director of The Brand Foundation said: “This has been a great project – a wonderful fusion of Islamic culture and international design standards that runs through the architecture all the way through to the design of the marketing collateral. We are proud to have been involved in such an iconic, centrally located development.”


All of us at TBF wish the team at Koden continued success with the iconic development.


The Brand Foundation is a Dubai-based branding agency that specialises in the real estate sector.

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