Hayat Boulevard Mall

Project Description

Hayat Boulevard stands as the flagship development within CIMA Real Estate’s portfolio, conceived as a refined lifestyle destination that balances architectural presence, commercial value, and long-term brand equity. Serving as Senior Creative Lead, I directed the end-to-end creative vision and delivery, safeguarding brand integrity across every consumer and investor-facing touchpoint. My mandate was to ensure absolute consistency, precision, and premium execution across all visual, spatial, and digital expressions of the development, aligning creative strategy with the project’s commercial and positioning objectives.

Creative Direction & Project Oversight

Brand Identity & Governance:
Defined and enforced the Hayat Boulevard brand framework across all applications, ensuring clarity, consistency, and longevity

Digital Presence:
Led the creative direction of the website and online platforms, translating the development’s positioning into a refined digital experience

Print & Sales Collateral:
Oversaw the design and production of brand brochures and sales materials aligned with high-end real estate standards

Environmental & Exterior Branding:
Directed mall hoardings, building signage, wayfinding systems, and hoisting flags to ensure cohesive on-site brand visibility

Architectural Visualization:
Managed the creative direction of 3D property renders to communicate scale, atmosphere, and lifestyle value

Advanced Visual Production:
Integrated AI-assisted production methodologies to enhance efficiency while maintaining premium visual quality

Leadership & Delivery:
Managed multidisciplinary teams, external partners, and production pipelines, maintaining strict quality control, timelines, and brand consistency