Aya Tohami

Role:​ As the lead copywriter for Innovate Living’s company profile, I was responsible for crafting compelling and precise content that embodied the ultra-luxury nature of the brand. This included showcasing their sophisticated developments, exquisite design approach, and commitment to exclusivity. Objective: The objective of this company profile was to reinforce Innovate Living’s position as a pioneer in ultra-luxury real estate. Through engaging storytelling and refined language, the goal was to attract potential investors and clients while conveying the exclusivity and high-end nature of their developments. The profile aimed to emphasize the brand's dedication to delivering iconic living spaces, ensuring the content reflected the company’s mission to provide a bespoke, timeless living experience. Outcome: The finalized company profile successfully aligned with Innovate Living’s refined brand image, resonating with their target market of design connoisseurs and affluent investors. The content not only highlighted Innovate Living’s prestigious history and achievements but also positioned the brand as a leader in Dubai’s competitive luxury real estate market. Brand Foundation and Identity Introduction Innovate Living is a UAE-based ultra-luxury real estate developer, and a subsidiary of Fahmy Holdings Group. ​ Innovate Living’s developments are more than properties; they are a celebration of sophistication, offering unmatched elegance for those who value exclusivity and high-end living. Innovate Living resonates with those who recognize quality at a glance. Every detail in an Innovate Living project is thoughtfully curated, from a selection of top-line Italian furniture brands and timeless sophistication in terms of style, design, and material quality. ​ Each development is strategically situated in prime locations, capturing the essence of Dubai’s most sought-after views- whether it’s the trademark skylines, tranquil sea views, or a serene escape within the heart of the city. ​ These iconic locations are carefully chosen to blend the energy of the city with the peace of a private retreat, catering to a clientele that seeks balance and refinement. For those who prioritize privacy, security, and exclusivity, the brand offers a sanctuary where luxury is not a verbal promise but a tangible experience, meticulously tailored to meet the standards of tastemakers and design connoisseurs. Mission ​ Innovate Living is dedicated to creating ultra-luxury developments that embody sophistication and exclusivity. Through exceptional design, world-class amenities, and refined services, each project offers more than just a property—it delivers a bespoke lifestyle experience, enhancing every aspect of modern luxury living. Vision Innovate Living aims to be the foremost name in ultra-luxury real estate, becoming a trusted developer committed to delivering the highest standards of refined living.​ By delivering stunning developments in prime locations, the brand is on the trajectory to becoming a benchmark for elegance, innovation, and exclusivity, creating spaces that resonate with those who appreciate a sophisticated lifestyle. Core Values ●​ ●​ ●​ ●​ ●​ ●​ ●​ Timeless, Exquisite Design Exclusivity and Privacy Bespoke Craftsmanship Iconic Locations Lasting Elegance Cutting-Edge Innovation Integrity and Trust Value Proposition Innovate Living is dedicated to creating spaces that go beyond luxury, with a special focus on quality, privacy, and exclusivity. Located in Dubai’s most coveted areas, each property offers stunning views—from iconic skylines to serene coastal views—providing a peaceful retreat within the city. With refined craftsmanship and timeless design, Innovate Living offers a lifestyle that blends beauty, privacy, and lasting value. Innovate Living’s design department is nothing short of a collective of brilliant minds, who work tirelessly to provide innovative and extraordinary designs. ​ With a deep understanding of timeless aesthetics and cutting-edge technology, they ensure that every project not only meets but exceeds the expectations of the most selective clientele. ​ The team’s passion for design excellence is expressed in every detail, from concept to execution, ensuring that each Innovate Living development stands as a masterpiece of sophistication and elegance. Innovate Living stands apart as a pioneer in the luxury real estate market, being one of the first to deliver ultra-luxury residences and shape the landscape of high-end living.​ While the term "luxury" has become diluted with time and emergence of multiple players, Innovate Living understands what it means to offer an exceptional living experience. ​ The brand is known for its innovative approach to design, meticulously selected services, and curated amenities. With a focus on enhancing quality of life for all its residents, Innovate Living continues to set the standard in an oversaturated market. Brand Personality & Tone of Voice Personality Innovate Living is extraordinary; designed not for the masses but for a select few who appreciate its distinct charm. It’s curated and personalized for the select few, it’s a promise of both luxury and exclusivity for those seeking it. ​ It’s timeless and rare, like a gem- curated exclusively for the elite. Tone of Voice Refined and Elegant Language should be polished, with a vocabulary that reflects luxury and high quality. Avoid overly casual or trendy terms to maintain a timeless appeal. Informative and Trustworthy​ Convey authority in real estate, luxury, and lifestyle by sharing insights thoughtfully, emphasizing craftsmanship and attention to detail. ​ Calm and Reassuring​ Use a calm yet clear tone that aligns with Innovate Living’s focus on well-being, inviting the audience to envision an exclusive and refined lifestyle. Warm and Personable​ Though exclusive, Innovate Living should still feel welcoming, with an emphasis on genuine enrichment of lifestyle and well-being. It should sound inviting yet selective. About the Company The brand is known for its innovative approach to design, exceptional services, and state-of-the-art amenities. Dedicated to enriching the well-being of its residents, Innovate Living continues to lead with distinction in a highly competitive market. Timeline 2008: Establishment Innovate Living was founded in 2008 by Kareem Fahmy, the visionary and founder of Fahmy Holding Group. ​ Since its establishment, it has become a pioneer and the blueprint for many iconic luxury real estate elements in Dubai, thanks to its innovative and forward-thinking approach. Innovate Living prides itself on being future-oriented and dynamic; the company was one of the very first in Dubai to provide a new level of luxury amenities in the UAE real estate landscape. 2011: Project Development Team Growth ​ Innovate Living’s project development team excels in combining technical expertise with artistic vision. Made up of visionary thinkers, exceptional designers, and forward-thinking minds - the team’s passion lies in transforming ambitious concepts into architectural masterpieces. ​ ​ With extensive knowledge of architecture, design, and modern engineering, Innovate Living’s team consistently delivers projects that reflect both innovation and timeless craftsmanship. The team oversees the entire lifecycle of property development. The journey from vision to reality combines creativity with impeccable attention to detail, transforming ideas into plans that balance artistry and functionality. 2013: Land Acquisition for N Collection​ Innovate Living acquired the land for the development of the four N collection villas, with development starting in-: Land Acquisition for Palme Couture​ Innovate Living acquired the land in which the iconic Palme Couture was built on in 2014, and started development in 2015. 2014: Land Acquisition for Allegra ​ Innovate Living acquired the land for the development of Allegra, with development starting in 2015. 2016: Rebranding from Innovate to Innovate Living In 2016, the company embraced a rebrand to reflect a more focused and approachable direction. This marked the expansion of its scope, introducing a wider range of services to meet growing client needs. 2018: Palme Couture Project Delivery​ Palme Couture residences was successfully fully developed and handed over to its residents. 2020: N Collection Project Delivery The N Collection villas are fully developed and handed over to their residents. 2021: N Collection Project Delivery​ The N Collection villas are fully developed and handed over to their residents. 2022: Allegra Project Delivery​ Allegra is fully developed and handed over to its residents. 2023: Acquisition of Dubai Islands Land Plots Acquisition of 3 land plots in Dubai Islands, with development starting in 2024.​ ​ 2025: Omoria Innovate Living signs with Omoria- newly emerged luxury hospitality brand for branded residences in Dubai Islands. Portfolio This portfolio encapsulates Innovate Living’s commitment to setting new standards in high-end living, resonating with connoisseurs of timeless design, and those who demand the extraordinary. Palme Couture A sanctuary of unparalleled luxury, Palme Couture is an iconic landmark of Palm Jumeirah, bringing a previously unseen beachside living concept to Dubai.​ This bespoke development is founded on the codes of ‘living by design’, seamless contemporary minimalism and clarity of detail. Each element has been hand-selected to create a customized canvas of experience. The living environments feature enviable arrangements of light and space, high-end Italian production and a unique mix of exquisite marbles. Facilities include sauna, steam room, cigar lounge, underground parking, salt-water swimming pool and juice bar. Allegra ​ Allegra is an exquisite 5-bedroom villa in the most desirable address in Dubai, inspired by Southern California and the site’s picturesque ocean views of Palm Jumeirah Dubai. Paramount to the concept was a rich material palette including high contrasts of marbles, warm wood cladding to wrap the walls and light timber flooring. Reminiscent of a calm Californian summer, Allegra is a haven of luxurious tranquility. Fully equipped with water features that provide a calming backdrop and an oasis-like retreat, gently enveloping its residents and providing a serene escape for ultimate relaxation. N Collection ​ Innovate Living started construction on the N collection in 2012; a series of stunning villas occupying an enviable position on Frond N, Palm Jumeirah. ​ ​ The structure was extensively developed to accommodate four modern garden villas.​ Nestled on a private beach, the completed and delivered units were designed with 6,150 square feet of living space, and include a private swimming pool and jacuzzi. As with each Innovate Living property, the site was selected because of its position - the villas face outwards towards the Arabian Gulf and enjoy the beautiful views of soul-soothing daily sunsets.