Designed Excellence
Following the successful rebrand of Asteco in 2022, Landor asked me to evolve the identity after Aldar consolidated multiple real estate businesses under the Asteco name. The business had grown significantly, but the existing brand had become difficult to use and no longer reflected the scale or ambition of the organisation. Built around the idea of Designed Excellence, the new identity was created to be more premium, more intuitive and built to perform at scale.
Rather than redesigning for the sake of change, every decision was made to improve clarity, consistency and usability. The custom bilingual wordmark was completely redrawn, a distinctive orange palette established a more ownable market position, and a flexible modular design system gave teams the freedom to create confidently across every channel.
To support long-term adoption, I developed a generative 3D asset system and an online tool that enabled teams to produce bespoke graphics and motion assets within defined brand parameters. The result was a system that balanced creative flexibility with consistency, making the brand easier to use while maintaining a premium expression.
The refreshed identity received 89% positive customer and market feedback during testing and secured approval from the Colliers CEO during development.
More importantly, it addressed the usability issues that had frustrated internal teams for years. By simplifying how the brand was created and applied, the new identity transformed the way Asteco works with its brand every day, giving one of the Middle East’s largest real estate businesses a system built for long-term growth.
