A pixel is the smallest unit on a screen, yet together with others, it forms a complete picture. That’s the philosophy behind PIXL – a full-service marketing agency that has grown into an award-winning name, especially known for its work in the off-plan real estate sector.

One standout story in PIXL’s journey is its partnership with developer RICHMIND. Formed in late 2024, the collaboration began as RICHMIND prepared to launch its flagship project on Ras Al Khaimah’s Marjan Island, designed by the iconic Zaha Hadid Architects. With no name in the market, no brand presence yet, but global real estate credibility and expertise, RICHMIND sought to make a mark in the UAE and PIXL was brought on board to lead the way.

PIXL developed the brand from scratch, positioning RICHMIND in the ultra-luxury segment through PR, media, OOH campaigns, and carefully crafted brand assets. From awareness to impact, every step was designed to build trust and differentiate RICHMIND in a crowded market. The launch of the flagship project, Oystra, drew over 4,000 brokers and over 40 local media to a landmark event at Coca-Cola Arena, headlined by international music icon Craig David. A collaboration with Virgin Radio even brought a local artist to the stage, embedding RICHMIND into the city’s cultural fabric. PIXL led end-to-end execution: branding, RSVP management, post-launch campaigns, and helped RICHMIND achieve international PR visibility across China, Germany, India, Russia, the UK, and Pakistan. Oystra became the first, residential Zaha Hadid Architects-designed project on Al Marjan, marking a milestone in UAE’s real estate story.

Momentum continued with CEO Mr. Rafiee speaking at the Forbes ME Building the Future Summit and gracing the cover of Arabian Business, cementing RICHMIND’s place as a pioneer in luxury real estate.