NAYA is a modern real estate development rooted in the essence of contemporary Saudi living. It blends architectural clarity, warm materials, and refined simplicity to create a new expression of residential comfort.
The project required a complete brand redefinition — from strategic positioning and naming structure to a unified visual identity and digital presence capable of standing out in a fast-evolving market.
DOO® was commissioned to build the brand from the ground up, shaping its strategic foundation and crafting a distinctive visual system that reflects a new standard of modern living.
Project Overview
Client:
NAYA Realty Inc.
Category:
Branding
/
Strategy
Location:
Riyadh, SA
Year:
2025
Brand Strategy
Visual Identity
Brand Applications
Digital Kit
Exhibition Assets
Brand Strategy
Market Definition
Naming & Architecture
Brand Vision
Visual Identity
Digital Presence
Marketing & Launch Planning
Repositioning
Go-To-Market Assets
Insights & Preparation
01 — Modern Saudi Living
NAYA reflects the essence of contemporary Saudi living—rooted in culture yet designed for a new generation seeking warmth, privacy, and elevated simplicity. Each reference draws from authentic local textures, natural light, and architectural harmony.
02 — Architectural Calm
Through refined spaces and thoughtful interiors, NAYA introduces a calm architectural language that blends precision, minimalism, and quiet elegance. It transforms the home into a serene environment where design feels effortless.
03 — A New Sense of Belonging
At its core, NAYA is about belonging. It represents a living experience where comfort, identity, and lifestyle come together—creating a place that feels personal, meaningful, and unmistakably yours.
Challenges
The project lacked a unified positioning, a cohesive identity, and a strong visual presence to stand out in a rapidly evolving market.
Our task was to transform NAYA into a memorable, modern, and emotionally relevant brand.
Strategy
Our strategic foundation included:
Defining the market landscape and audience behaviors
Establishing a differentiated positioning centered on refined living
Crafting the brand’s verbal expression and naming architecture
Shaping the messaging pillars and narrative structure
This strategy positioned NAYA as a lifestyle-driven destination — not just a residential development.
A differentiated market position
A naming and architecture framework
A verbal identity expressing confidence and elegance
A narrative that elevates NAYA from a development into a lifestyle brand
This clarity shaped every creative and digital decision moving forward.
This model was developed to represent the full ecosystem behind the NAYA brand and how its projects and experiences interact with audiences through interconnected layers of value and strategic drivers.
The tagline “Your New Address” embodies the essence of NAYA — a promise of new beginnings, elevated living, and a place that reflects who you aspire to be. It is more than a marketing line; it is a strategic articulation of what NAYA stands for: a modern destination designed around comfort, belonging, and contemporary architectural clarity.
A lifestyle-oriented declaration that positions NAYA as the starting point of a new chapter — where refined design, thoughtful spaces, and a sense of home come together seamlessly.
Creative Direction
True brand transformation doesn’t start with a logo. It starts with alignment — with your vision, culture, values, and voice. INSIDE OUT is a methodology that begins from the brand’s core and expands outward — into visuals, messaging, experiences, and interactions.
