From vision to voice: the rise of human-centric real estate
ONE Development didn't begin with a masterplan or a marketing brief. They began with a question: What do people truly want from the spaces they live in, invest in, and grow with?
That question – simple, but deeply human – became the heartbeat of a brand shaped by Think Human, the integrated creative consultants behind ONE Development, the region's fastest-growing, international real estate developer founded in the UAE. ONE Development didn't launch with just a logo or a campaign – it launched with intent; with empathy; and with a deep desire to connect.
Think Human brought that vision to life through a bold yet intimate brand idea: 'Inspired by You': Three words that shifted the focus from selling spaces to sparking meaningful conversations.
'People don't remember the slickest ad. They remember how a brand made them feel,' said Ahmed El Sherbini, CEO of Think Human.
'With ONE Development, our goal wasn't to create a brand that talks louder – it was to build one that listens better. A brand that feels real, honest and human, because when a brand feels human, people don't just notice it – they trust it,' said Ahmed El Sherbini, CEO of Think Human.
A campaign rooted in human truth
Think Human launched 'Inspired by You' as a fully integrated, cross-market campaign that was rolled out across print, outdoor, digital, PR, brand ambassadors and physical experiences. But more importantly, it was guided by three key pillars:
• Authentic voices
• Aspirational storytelling
• Human-centred design
In an industry often driven by specs, square footage and sales cycles, that one question became the foundation of something far more meaningful – a brand built not from blueprints, but from insight.
'Inspired by You' wasn't a slogan. It became a brand belief – a declaration that every property, every project and every touchpoint should reflect the lives, routines, ambitions and desires of the people it serves.
'We wanted the brand to be real, personal, less about real estate, and more about real life,' said Ali Al Gebely, Founder and Chairman of ONE Development. 'Think Human helped us go beyond the traditional developer story to create something intimate, emotional and lasting.'
'These aren't just partnerships, They're reflections of our core values,' said Ali Al Gebely, Founder and Chairman of ONE Development.
A strategic approach to brand ambassadors
estate
The 'Inspired by You' story wasn't just told through campaigns – it was reflected through the people chosen to represent it.
For ONE Development, brand ambassadors aren't chosen for fame – they are chosen for alignment. With Think Human driving the strategy, each voice was carefully selected to embody the aspirations, values, and cultural nuances of ONE's audiences.
To connect with the Indian market, especially NRIs and aspirational families, Kareena Kapoor Khan was chosen because her blend of modern sensibility, strong family values and timeless appeal made her a natural extension of the brand.
In the Middle East, Amir Karara brings commanding presence and grounded persona to the brand, reflecting the strength and ambition of a new generation of homeowners. Raya Abirached adds warmth, trust and a global voice — making the brand global, yet intimate across borders. And taking the brand to new heights, ONE Development partnered with the legend, Amr Diab to co-create ONE/AD a hospitality holding company that has launched Do Hotels & Residences – the world's first hotel that blends AI, music, and wellness.
'Our brand ambassadors embody the authenticity, aspirations and connections that define who we are. They bring our message to life, making it real and relatable for people everywhere,' Al Gebely said.
A new benchmark for real estate branding
More than a conventional developer, ONE Development is emerging as a storyteller, a community architect and a visionary that places human connection at the heart of urban living to deliver distinctive residential and hospitality experiences.
Think Human and ONE Development have built more than just a campaign; this is a creative framework that proves real estate branding can be emotional, intuitive and deeply human.
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