Stories of the future

I love telling stories about cities and neighbourhoods.

These stories allow me to imagine a better future. In a sense, I think it gives me hope. And, I like sharing the hope with others.

Guess that's why I've inadvertently manifested jobs that have allowed me to write for real-estate giants like Emaar and Dubai Holding and organisations like Dubai Culture & Arts Authority - they are re-imagining the future of the UAE.

Every city and neighbourhood has a unique essence; a distinct personality waiting to be discovered and communicated. It is my job to do that.

I start by understanding a project's vision and objective. Sometimes I get to work with the history surrounding the area. Then I uncover stories, or I imagine new ones that invite people to picture their new lives.

I create a brand voice that speaks directly to the target audience. Then, I work closely with the rest of the branding and marketing teams to create literature about the development, that's shared as brochures, emails, social media posts and coffee table books.

A great story isn't just relatable; it evokes emotions, and makes one see a future for themselves and their loved ones.

Mina Rashid by Emaar Properties has to be one of my favourite projects. The area, known as Port Rashid in Dubai, is quite extraordinary. Many early families who moved into Dubai started their lives there. We named one of the apartment complexes, Sirdhana, after the first vessel that docked at the Rashid Port in 1970.

Mina Rashid is a luxurious seafront development that exudes the contemporary seafront lifestyle you would find in French Riviera cities. But, it's still tied to the unique Emirati heritage.

So, the stories we told reminded people of that. Luxurious dreams that started from humble beginnings, with the pleasure of returning home to a familiar territory - the Arabian Sea.

Being able to imagine a future is so powerful. It's what makes us human. It makes us more than we are today.

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