Establishing online synergy for a world-leading developer and its affiliate
Elwan Group is a Dubai-based holding company engaged in premier infrastructure and real estate projects around the world. The company required an online presence that matched its global expertise and prowess and needed to establish synergy with its U.S. property development and investment affiliate, ICG Properties. This was during a crucial moment for the company, following its record sale of Capella Hotel in Georgetown, Washington D.C.
The firm chose MBLM to redesign and launch the corporate websites of both Elwan Group and ICG Properties, and unify the companies’ joint strategy and online presence. We refreshed the brands’ visual identities to be distinct, yet compatible, and then we activated them digitally across the two websites, establishing a visual, content-led synergy between the affiliated firms. We also architected the websites’ navigation to better suit the client’s business strategy and goals, shifting its focus to development successes and investment opportunities. Content was optimized and separated to improve and streamline SEO, and cross-linkages were created between the two sites to make for a more seamless user experience. While the new websites feature responsive interfaces and easy-to-use content management systems, they also unite Elwan Group and ICG Properties, strengthening and articulating the connection between the two businesses.
MBLM launched both websites for Elwan Group and ICG Properties to strategically coincide with the international press moment surrounding the record sale of the firm’s Capella Hotel in Washington, DC.