2018 Winners & Shortlists

MASHROOI

Client/BrandDUBAI LAND DEPARTMENT - DUBAI GOVERNMENT
Product/ServiceMOBILE APP
EntrantCLEVER°FRANKE Utrecht, THE NETHERLANDS
Type of EntryUse of Mobile
CategoryMobile Apps
Idea Creation CLEVER°FRANKE Utrecht, THE NETHERLANDS
Additional Company PIXONAL Dubai, UNITED ARAB EMIRATES

The Campaign

As a functional platform, the creativity of the app lies in the additional features and capabilities provided to the target audience. To service them in the best possible manner, we devised new means to inform them of construction projects in Dubai and their impact on the surroundings. Each project features up-to-date progress reports and photographs from location inspectors. Data visualizations, Augmented Reality, drone and live feeds enable them to monitor projects in unique ways. By implementing these new technologies, we allow the target audience to experience the development process in a refreshing fashion. Consequently, we set a new standard for the real-estate industry and the means by which to update and involve stakeholders in the building process. The ease of access to this information communicates the transparency and trustworthiness that reflects the authority the platform has within the Dubai real-estate market.

Creative Execution

Taking the buildings and their structure as a design element, we are able to show the progress of a specific project and the expected completion in a compelling, interactive interface. Visualizing the invisible network connections between projects and the city through the use of subtle lines, creates an image that tells the story of Dubai’s commitment to being the world’s smartest city. Using the environment as a design tool, we incorporated elements, such as the desert and sea in the color palette, to create a subliminal sensation of Dubai’s unique natural surroundings. The visual elements are clean, solid and open; conveying trust and transparency, which are the core values of the Mashrooi platform.

Since the initial launch of the app, September 11th 2017, there has been over 63 press articles in the region covering the launch and the app.

Targeted at developers and investors, busy professionals who want to remain current on activities within the real-estate market, Mashrooi is a knowledge platform that provides them with accurate, trustworthy information on progress, investment opportunities and innovation in real-estate in Dubai. The app is the first stepping stone in the Mashrooi platform which focuses on real-estate, project progress and managing legislation. We identified opportunities for further development and the most important areas to be improved upon to better inform the target audience. To ensure we achieve the best and most coherent user experience, we analyzed a number of real-estate platforms to determine what was already on offer in the sector. With those findings, we explored different ways to visualize and experience the future of real estate in Dubai. We added new features that would benefit developers and investors, such as the latest IoT solutions (Augmented Reality and Live feeds).

Credits

Name Company Position
Thomas Clever CLEVER°FRANKE Co-Founder and Creative Director
Gert Franke CLEVER°FRANKE Co-Founder and Creative Director
Joseph Chrisman CLEVER°FRANKE UI/UX Designer
Roel de Jonge CLEVER°FRANKE Lead Visual Designer
Joost Mommers CLEVER°FRANKE Motion Designer
Pietro Lodi CLEVER°FRANKE Graphic and Visual Designer
Wilco Tomassen CLEVER°FRANKE Back-end Developer
Mark Haasjes CLEVER°FRANKE Front-end Developer
Mohamed Said Pixonal Creative Director
Alok Mohan Pixonal Copy Writer
Clarisse Mar Pixonal Producer
Jasmin Zaki Pixonal Acount Manager
Nada Kassem Pixonal Designer
Islam Zayed Pixonal Associate Creative Director
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