ARY & MAZ

The challenge

ARY & MAZ Developments is a luxury real estate developer operating in the UAE. The brand is positioned at the premium end of the market, and the expectation that positioning creates extends to every part of the brand experience — including the digital one.

The way they chose to select a web agency was direct: agencies would have 24 hours to present what they could do. Not a proposal document. Not a pitch deck with mood boards. An actual website, with the brand’s name on it, showing three distinct design directions.

The existing website had served its purpose but was not a reflection of the brand’s quality positioning. Editing any part of it required a developer. Adding a new project, updating content, or changing imagery was not something the team could do independently. For a developer whose portfolio grows and whose projects each have their own visual identity, that was a genuine operational constraint.

The two-week deadline was a hard one. Not planned in two weeks. Live, with real content, real assets, and a real domain, within two weeks of the project being awarded.

The solution

The 24-hour design sprint. Bracketworks produced three fully realised website concepts within 24 hours of receiving the brief. Each concept was a working website, not a mockup. Each used ARY & MAZ’s actual content sourced from the existing site, and the brand’s own assets. Each presented a genuinely different answer to the same design question — different choices about layout, typography, imagery treatment, and the visual register appropriate for a luxury developer’s positioning. Three working websites, with real content, presenting three distinct interpretations of the brand. That is what won the pitch.

The design. The selected direction was refined following the pitch. Typography tightened. Imagery treatment refined. Navigation behaviour customised to the client’s specific requirements. The design language throughout is considered and restrained — the palette, spacing, and the way projects are presented all work together to create an experience appropriate for an audience making significant purchasing decisions. The design is built around the journey a prospective buyer takes: projects presented clearly, the information a buyer needs present on the page without effort to find, and a short route from a project page to an enquiry.

The platform. Framer met all three requirements of the brief: premium design output, independent editing without technical involvement, and launch within two weeks. Bracketworks structured the build with platform costs in mind — page architecture, asset handling, and team access all configured to deliver the full design intent while keeping ongoing costs within a sensible range. Optimising for cost in Framer does not mean compromising the design. It means making deliberate decisions so the platform’s pricing model works in the client’s favour.

The delivery. From the moment the project was awarded, design refinement, content work, and infrastructure setup ran in parallel rather than sequentially. The website went live within the two-week window. A luxury real estate developer went from a hard-coded website their team could not edit to a premium digital presence — in two weeks. New projects can now be added by the team without developer involvement.