Foster · The Art of Real Estate

Foster Developers · Scene 05

Making a Developer Feel Like a Brand.

known for, not posting

Real estate has a content problem: project, price, render, repeat. The brief was to give Foster something to say.

Market Research · Social Strategy · Content Strategy · Creative Direction · Launch Communication

A Point of View

The SlateScene 05

Client: Foster Developers, Abu Dhabi
Scope: Market and competitor research, social media strategy, content system, creative direction, and launch communication for Marafid Tower
Role: Strategist, content director and copywriter — from research through to execution

The Achievement

Rebuilt Foster's social around a researched point of view, not a listings feed, then carried it into the launch of Marafid Tower, designed by Foster + Partners.

What the brief really asked

What should Foster post→what should Foster be known for

Project, price, render, repeat is the category default. The job was a position, not a posting schedule.

The Contact Sheet

four frames before one post

Four Questions Before One Post

The research sequence every piece of Foster content had to survive before it got made — asked in order, before a single caption got written.

The Market

What were competing developers already saying?

The Audience

What was actually worth their attention?

The Content

Which themes and formats were already everywhere?

The Gap

Where could Foster have a point of view no one else had claimed?

System

The Work

research → architecture → calendar → grid

Before We Posted, We Researched.

The market research answered the four questions in order. The answers became a content architecture, then a calendar, then a feed that finally looked like it meant something.

What the research surfaced

126%

YoY transaction volume, Abu Dhabi (9M 2025)

24%

YoY transaction value

87%

Average branded-residence price premium

Abu Dhabi branded-residence market, from the Savills and CBRE Q1 2026 reports.

The content architecture

Five different jobs, one system: each pillar carries its own role and its own audience, so nothing on the grid is there by accident.

PillarRoleAudience

Renaissance StoriesShow transformationEnd users

Market LogicBuild confidenceInvestors

Lifestyle ProofDemonstrate valueBuyers

Broker EnablementSupport sellingBrokers

Abu Dhabi RelevanceBuild connectionEveryone

The calendar

Every post planned as a row before a caption existed — idea, format, status, date, the words on the creative.

Post 05 · The EverydayLive

Format: Static
Date: 27.07.2026

Caption: Open the doors. Let the outdoors in. At Marafid, expansive balconies blur the line between indoors and out.

“Let the Outdoors In”text on creative

The manifesto carousel

Sample content — the brand voice, five frames, one swipe.

Reel · The Voice

i //

Overlooked.

Not for long.

ii //

Rediscovered.

A new perspective on value.

iii //

Refined.

Elevating what matters most.

iv //

Reimagined.

A stronger future for every space.

v //

Reintroduced.

A Renaissance in Real Estate.

· Renaissance ·

Feed

The Grid

what are we building with this post?

Where the Pillars Became Visible.

Brand, project, insight, people, lifestyle and expertise, balanced tile by tile, so the feed never ran all sell or all mood.

Brand + project, balanced

Scene 05

Launch

Marafid Tower

from the feed to the project

Same Point of View, at Project Scale.

Alongside the social work, I built the launch presentation for Marafid Tower: introduce, position, build interest, show the project, make the case. The identity and proposition first, then the detail that makes the opportunity land.

Scene 05