mainstay identity

Mainstay identity

Mainstay is a groundbreaking project based in Dubai, set to become the largest premium garage for luxury automobiles in the region. Designed as an exclusive destination for car collectors and enthusiasts, Mainstay blends high-end architecture with cutting-edge automotive culture.



We joined the project from its inception, working closely with the founding team as both design and product partners. Our work included developing a bold, sophisticated brand identity, a sleek digital presence, and a comprehensive product strategy. This foundation positions Mainstay as not just a storage facility, but an elite, experience-driven hub for the luxury car community.

Year

2024

Engagement

Finished

Work streams

Branding & Strategy

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Key moments —

Early-stage collaboration with founders to define vision, positioning, and product direction

Research into luxury automotive culture and premium garage ecosystems worldwide

Development of a bold, sophisticated brand identity reflecting exclusivity and craftsmanship

Creation of a digital presence that merges architectural elegance with high-performance aesthetics

Focus on delivering a seamless experience for car collectors, from membership to service management

Strategic framework positioning Mainstay as an elite lifestyle destination, not just a storage facility

Integration of future-ready concepts for community engagement and premium client services

Unified design system prepared for long-term scalability across digital and physical touchpoints.