Future Forward.
Since its inception in 1985 Asteco was known for its involvement with real estate projects that defined the landscape and infrastructure of the Emirates. In 2021, Aldar Estates acquired the Asteco company to become the largest in the UAE.
With an enhanced offering and strategic direction, Landor was appointed to help reposition the outdated brand, strategy & identity.
Based on a no-nonsense positioning that placed intelligence, simplicity, openness and forward thinking at the heart of the brand. We dropped the existing, meaningless symbol and replaced it with a solid bespoke word-mark, changed the colour palette to help it cut through a sectors awash with blue and green brands and re-developed the visual language to be more human and identifiable - while also being extremely easy for the in-house design team to develop.
