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The BeitMisk Story

The Brand

BeitMisk is a landmark master-planned community promoting Lebanon as one of the renowned countries in property development projects around the world. It is a residential community covering over 655,000 sqm of an exceptional location in the Northern Metn region, and 75% of the project surface area is constituted of forests

surrounding the built-up area. BeitMisk bears two architectural genres for the sole satisfaction of the Lebanese clientele taste: Contemporary, consisting of the latest architectural trends in residential design, and traditional Lebanese. Both styles come in harmony to fulfill modern life needs. The project is owned by Renaissance

Holdings and developed by Emaar.

The Challenge

Create a brand that is authentic and true to the Lebanese identity. A brand that fosters community living, is approachable, friendly, and connotes family life in the Metn suburbs.

The Solution

To discover the solution and create a brand that has depth, understanding the scope and complexity of the values, in relation the authentic Lebanese culture and way of living became paramount. The aim was to turn the brand into a communicator of these values with a strong brand personality traits and a brand-mark that conveys

memorability and differentiation.

Step 1: The Strategy

The Brand Pillars

A large countryside suburban style project that is not positioned as a luxury residential center but is smartly segmented to allow a flexible targeting where the higher part is high standing, gated and private and the lower part is of good standing and promote a comfortable quality of life.

Emotional Drivers

The key emotional drivers orbit around the complex mixture of the individualism yet social character of the Lebanese.

In other terms, It is your mountain when you want it, but also your city when you want it. It will be your

neighborhood when you want it, but also your privacy when i want it.

Brand Core & Brand Persona

BeitMisk will be portrayed as intelligent, charming, genuine, cultured and affable.

It’s core statement revolves around: “My neighborhood, my home, my way”

The positioning statement of BeitMisk thus became: “BeitMisk is a selective neighborhood in Lebanon that offers understated class and fosters social living in an authentic and natural setting.”

Brand Values

The brand values that derived from the above exercise were revealed:

Harmony: Local with international flavors, socially dynamic in a suburban setting where serious meets fun.

Quality Of Life: Promotes comfort, warmth, sociability and class all complemented by healthy surroundings

Identity: Respects the authenticity of the region thus preserving the genuine upscale Lebanese lifestyle.

Brand Tone Of Voice

Values differentiate the brand when customers and the community at large hear, read and experience it. To be consistently "on brand", we communicate our values in a distinct manner. This manner is mostly translated through a specific attitude, behavior and a tone of voice. In this case, BeitMisk will be assertive, optimistic,

authentic, refined, engaging, imaginative, aspirational and smart.